Applications of Virtual Reality in Sports Advertising Viewer Experience and Digital Interaction

Virtual Reality (VR) is the Next generation in Digital Advertising Evolution, this study aims to investigate the use of VR in sports advertising while highlighting viewer engagement and brand awareness and purchase intention. In this study we conduct an experimental analysis of different advertisement formats and show that VR advertising consistently beats the performance of static pictures and interactive non-immersive advertisements. Users in VR have a more engaging and memorable experience, the results reveal. Though adoption was an impractical option, as VR technology becomes more widely available, it can become a potent tool for digital marketing strategies in the very near future. Results like these highlight the necessity of better investment in high-quality, interactive VR content if consumers are going to engage with VR and, as a result, enable the sports sector to give brands exposure to consumers through this new communication platform.