Strategies for optimizing different digital video formats, including 3D and immersive videos

The marketing industry is continuously evolving due to rapid technological innovations and a dynamic business environment (Jayawardena et al., 2023a; Behl et al., 2022). Online video advertising has gained significant traction, with platforms like YouTube surpassing 10 billion views, making it the largest online video site. As technology advances, new advertising formats, such as 360-degree videos, virtual reality (VR), mixed reality (MR), artificial intelligence (AI), blockchain technology, high-definition video (HD), Dolby surround sound, and 3D, have revolutionised digital marketing strategies (Jayawardena 2023b; Feng et al., 2019).

Despite the availability of various advertising formats—including static images (GIFs, JPGs), interactive video formats (2D vs. 3D vs. 360° videos), and immersive experiences (VR, AR, and MR)—there remains a knowledge gap in understanding how these formats influence consumer engagement and decision-making (Feng et al., 2019; Feng, 2018).

This project aims to bridge that gap by providing practical insights into digital video advertising with a particular focus on 3D video advertising. The research will explore:

• The role of different video formats (2D, 3D, VR, AR, MR) in enhancing consumer experiences.
• Visual arrangement strategies for optimising different digital video formats, including 3D and immersive technologies.

By examining these aspects, this project will contribute to a deeper understanding of how 3D visuals and other advanced digital video formats shape modern advertising. Marketers, advertisers, and researchers will benefit from the insights presented, enabling them to create more engaging and impactful video content in the digital era.

Questions:

The project seeks to address two research questions:

• What is the role of different video formats (2D, 3D, VR, AR, MR) in enhancing consumer experiences?
• What are the visual arrangement strategies for optimising different digital video formats, including 3D and immersive technologies?
• How businesses can effectively leverage 3D video advertising to improve audience retention and brand perception

How to apply

This project accepts applications all year round for self-funded candidates. Formal applications should be submitted through the University of Bradford web site; applicants should create an account and choose ‘Full-time PhD in Marketing’ as the course, then specify the project title on the ‘Research proposal’ section.

About the University of Bradford

Bradford is a research-active University supporting the highest-quality research. We excel in applying our research to benefit our stakeholders by working with employers and organisations world-wide across the private, public, voluntary and community sectors and actively encourage and support our postgraduate researchers to engage in research and business development activities.

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