Exploring the Visual Comprehension Methods for 3D Video Advertisements: Practical Implications for Digital Video Advertisements

Jayawardena, Nirma; Ross, Mitchell; Quach, Sara; Thaichon, Park; Behl, Abhishek

Abstract

This chapter addresses the visual understanding by adolescents of 360-degree video advertisements under repeated exposure. A qualitative experimental design was followed with a sample size of 20 participants aged between 16 and 20. This study examined memory visual processing for 360-degree video ads, using Wyer’s (2003) comprehender unit theory in social psychology. The authors conducted two experiments over three months. The first experiment was a 360-degree video advert viewed once and then again a week later. The theoretical assumptions were those of understanding, analysed knowledge, and visuals in the ad. The experimental research design used questionnaires and interviews to collect data. This study used NVivo to analyse data. It showed that female participants identified the colours, while males identified the facial expressions. Both genders also encoded persons and their actions as well as objects in the pictures. Viewers improved in comprehending the commercial’s plot after the second viewing compared to the first.

Citation

Jayawardena, N., Ross, M., Quach, S., Thaichon, P., & Behl, A. (2025). Exploring the Visual Comprehension Methods for 3D Video Advertisements: Practical Implications for Digital Video Advertisements. In Digital Video Advertising Strategies: Grow your Brand With Online Videos (97-112). (1). Emerald. https://doi.org/10.1108/978-1-83662-832-320251007

• Online Publication Date: Jul 10, 2025
• Publication Date: Jul 10, 2025
• Deposit Date: Aug 18, 2025
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Pages: 97-112
• Edition: 1
• Book Title: Digital Video Advertising Strategies: Grow your Brand With Online Videos
• Chapter Number: 7
• ISBN: 9781836628330
• DOI: https://doi.org/10.1108/978-1-83662-832-320251007
• Public URL: https://keele-repository.worktribe.com/output/1367650
• Publisher URL: https://www.emerald.com/books/monograph/17388/chapter-abstract/94368440/Exploring-the-Visual-Comprehension-Methods-for-3D?redirectedFrom=fulltext