360° Video as an Opportunity for the Inclusion of Product Placement

Pavlič, Jani; Tomažič, Tina

doi:10.4018/978-1-7998-3119-8.ch014

Cited by 2 publications

(1 citation statement)

References 58 publications

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“…Examples include PPs in various types of video games (i.e. 2D, 3D, virtual reality [VR]) (Roettl and Terlutter, 2018) and 360° video (Pavlič and Tomažič, 2020; Wang and Chen, 2019).…”

Section: Introductionmentioning

confidence: 99%

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

Pavlič

Tomažič

Kožuh

2021

JRIM

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PurposeInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.Design/methodology/approachThe scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.FindingsThe results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.Originality/valueThis review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.

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“…Examples include PPs in various types of video games (i.e. 2D, 3D, virtual reality [VR]) (Roettl and Terlutter, 2018) and 360° video (Pavlič and Tomažič, 2020; Wang and Chen, 2019).…”

Section: Introductionmentioning

confidence: 99%

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

Pavlič

Tomažič

Kožuh

2021

JRIM

Self Cite

View full text Add to dashboard Cite

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The (In)effectiveness of Attention Guidance Methods for Enhancing Brand Memory in 360° Video

Pavlič

Tomažič

2022

Sensors

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Sensing and remembering features in visual scenes are conditioned by visual attention and methods to guide it. This should be relevant in terms of product placement, which has become an important part of incorporating brands into different mass media formats with a commercial purpose. The approach can be challenging in 360° video, where an omnidirectional view enables consumers to choose different viewing perspectives, which may result in overlooking the brands. Accordingly, attention guidance methods should be applied. This study is the first to explore diegetic guidance methods as the only appropriate guiding method for an unobtrusive and unconscious nature of product placement. To test the effectiveness of three different diegetic guiding methods, a between-subject design was employed, where the participants were assigned randomly to one of four videos with the same scene but different guiding methods. The findings show and explain the discrepancy with studies on guiding attention in other contexts, as there were no significant differences between the guiding cues according to brand recall and brand recognition. The results also indicate a significant influence of brand familiarity on brand recall in 360° video. The article concludes by providing limitations, future research directions, and recommendations for audiovisual policy.

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360° Video as an Opportunity for the Inclusion of Product Placement

Cited by 2 publications

References 58 publications

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

The (In)effectiveness of Attention Guidance Methods for Enhancing Brand Memory in 360° Video

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