A New Paradigm of Advertising Marketing Experience Based on New Media Extended Reality Technology
DOI:
https://doi.org/10.31181/ijes1412025180Keywords:
Extended reality, Advertising marketing, Advertising experienceAbstract
As media technology has evolved, advertising formats have also transformed, with extended reality (XR) emerging as a new medium that offers immersive experiences for marketing. This study systematically proposes a new paradigm for immersive advertising in XR environments to enhance user experience and marketing effectiveness. As XR becomes a pivotal marketing tool, its ability to transcend traditional one-way communication calls for a systematic analysis of user experience dynamics. By collecting and analyzing XR advertising cases and prior literature, we identify significant shifts in user experience compared to traditional advertisements. Based on these findings, this paper proposes a model describing the XR advertising experience, which includes three dimensions: multi-sensory presentation, narrative approach, and intelligent interaction. The model also highlights both internal and external factors that influence user experience. The study concludes that XR advertising offers unique advantages in terms of interactive engagement, deep immersion, and personalization, signaling important trends for the future of advertising.
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