How much does a 3D virtual experience really matter in marketing? In this episode, Dr. Kirsten Cowan (University of Edinburgh), Associate Editor of the Journal of Advertising Research, hosts a discussion with the full author team behind "Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?"
Dr. Alena Kostyk (EDHEC Business School), Dr. Jie Sheng (Macau University of Science and Technology), Andrew Murchie (Deep Vision Studios), and Stephen Preston (St. Giles’ Cathedral, Edinburgh) break down their research on stereoscopic (3D) vs. monoscopic (2D) VR and its impact on marketing outcomes. They discuss when 3D enhances telepresence and realism, when 2D is just as effective, and what this means for brands investing in immersive experiences.
The conversation also covers the cost-benefit trade-offs of 3D VR, real-world brand applications, and how advertisers can use these insights to make better decisions. If you’re working with VR in advertising or brand strategy, this episode is a must-listen.
Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-021
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