Augmented Reality Advertising in Entertainment Programming: An Exploration Across Cultures

Abstract

Augmented reality (AR) ads in entertainment programming are fairly new and not extensively studied. Given the lack of precedence, this exploratory study applies the Limited-Capacity Model and Schema Congruity Theory (SCT) to examine their advertising effects. We used a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the programme: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects experiment design. Our results show incongruent brand recall is greater than congruent recall for American viewers and Taiwanese viewers have better attitudes towards AR dynamic advertisement presentations of title sponsorships that are congruent with the programme. Global AR advertising campaigns can benefit from cultural differences. We propose three specific recommendations to advertisers seeking to apply AR in product placements: (a) For American viewers, incongruous product placements should be able to facilitate positive advertisement attitudes, (b) In TV shows, 2D advertisements can improve advertisement attitudes in some cases, and (c) For Taiwanese audiences, congruent title sponsorships or incongruent background placements can produce better advertisement attitudes.

Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes

“…In addition, we investigate the two-way interaction between the variables and examine the role of advertising value as the mediator between customisation level and advertising effectiveness (Figure 2). The use of experiments allows the controlled creation of stimuli for investigation (Lin et al, 2021) and is consistent with recent studies on advertising effectiveness (Lin et al, 2023;Wu et al, 2022).…”

“…Given hefty advertising costs, unsuitable media strategies can be very costly (Sama, 2019). To leverage these new technologies, advertising strategies must change (Lin et al, 2023). Using our findings, practitioners can apply customisation more effectively to reach their targeted markets.…”

Model design to investigate the role of augmented reality technology on contextual marketing: a system dynamics approach

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