What is 360° Video

This chapter focuses on 360 ° video in the context of product placement. At the beginning, a description of advertising related to profitability as an important factor for organizations' success is given, and the need is exposed for effective advertising approaches. This is followed by a description of 360° video, including all relevant theoretical concepts. The latter serves for placing the modality of the medium between traditional video and virtual reality. The following section focuses on the essential aspects of product placement characteristics for studying in terms of 360° video. Finally, the topics are linked by examining the correlation between concepts and analyzing existing videos across certain platforms intended for immersive story-telling. 360° video is identified as an immersive medium with potential for the inclusion of product placement. At the end, there is a discussion including theoretical implications, future directions, and limitations are exposed, and a conclusion is reached.