User Behavior Analysis and Interactive Experience Optimization in XR Film and Television Advertisements

With the deep integration of XR technology and digital media, XR film and television advertisements are gradually becoming an important carrier of brand communication. Its immersive, multimodal and real-time interactive characteristics have greatly improved user engagement and advertising expressiveness. Starting from the perspective of user behavior analysis, this paper deeply explores the dynamic characteristics of attention distribution, multimodal interactive behavior and emotional feedback mechanism in XR advertising, and combines corporate cases such as JPT, Meta, and PICO to systematically propose an interactive experience optimization path based on immersion, feedback mechanism and multimodal fusion. The study found that accurate perception and instant response are the key fulcrums to improve the effectiveness of XR advertising, which has practical significance for promoting the collaborative innovation of “technology + content + user” in this field.