Immersive Ads That Work: How Co-Creation Drives Engagement Artwork

JAR Inside the Research Podcast

This podcast gives listeners a look at the latest research articles published in the Journal of Advertising Research. Listen to authors describe their work and what motivated it, explore challenges they faced in the research process, and describe what they'd like to researched next.

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JAR Inside the Research Podcast

Immersive Ads That Work: How Co-Creation Drives Engagement

March 10, 2025 • Journal of Advertising Research • Season 1 • Episode 16

How can brands use immersive advertising to engage consumers? In this episode, Dr. Cece X. Y. Leung (University of North Texas) discusses her Journal of Advertising Research article, co-authored with Dr. Dimitrios Buhalis (Bournemouth University) and Dr. Giampaolo Viglia (University of Portsmouth).

We explore how brands in travel, hospitality, and entertainment use virtual and augmented reality to create interactive ad experiences. Dr. Leung shares insights on South Korea’s virtual tourism campaigns, Emirates Airlines’ 3D booking tools, and the "Attract, Convert, Delight" approach to immersive ads.

Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-019

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