Digital Video Advertising Strategies

Nirma Jayawardena is Assistant Professor in Marketing at University of Bradford, UK.Mitchell Ross is Senior Lecturer at the Department of Marketing, Griffith University, Australia.Sara Quach is Associate Professor at the Department of Marketing, Griffith University, Australia.Park Thaichon is Associate Professor at the School of Business, University of Southern Queensland, Australia.Abhishek Behl is Associate Professor at Keele Business School, Keele University, UK.

• Part 1. Overview on different video formatsChapter 1. Introduction to digital video advertising: Innovative industry trendsChapter 2. 3D Video advertising research and application: Contribution of social psychology theoriesChapter 3. Market research paradigms that dominate virtual reality advertisementsChapter 4. The effectiveness of augmented reality advertising as an emerging advertising strategyChapter 5. The contribution of game elements in enhancing viewer engagement in the digital marketing domainPart 2. Practical implications of digital video advertising based on different formatsChapter 6. Market characteristics that signal new opportunities for digital video advertisements: Practical implications of digital video advertisingChapter 7. Exploring the visual comprehension methods for 3D video advertisements: Practical implications for digital video advertisementsChapter 8. Preliminary priorities when arranging digital images: Practical implications of digital video advertisingChapter 9. An overview of video abstraction techniques: Practical implications of digital video advertisingPart 3. The diversified impact of advertising formats on consumer experienceChapter 10. The role of virtual reality and augmented reality in enhancing the consumer experience: A conceptual frameworkChapter 11. Enhancing the consumer experience with mixed realityChapter 12. The future research implications and practical implications of the digital video advertising domain