虚拟现实技术在数字广告中的应用与效果研究  

Research on the Application and Effect of Virtual Reality Technology in Digital Advertising

作　　者：任娜[1] 董丽娟[1] 王慈 REN Na;DONG Lijuan;WANG Ci(Shijiazhuang Preschool Teachers College,Shijiazhuang 050000,China)

机构地区：[1]石家庄幼儿师范高等专科学校,石家庄050000

出　　处：《移动信息》2025年第4期348-350,共3页Mobile Information

摘　　要：虚拟现实技术为数字广告带来了变革,其通过沉浸式体验重塑着品牌与消费者的互动方式。文中基于典型案例分析,从广告形式创新、用户体验提升、营销效果转化等维度系统研究了VR技术在数字广告中的应用特点与实施效果。研究显示,VR数字广告在用户注意力、参与度和品牌记忆等方面具有显著优势,如全景式朋友圈场景体验时长达8 s以上,超30%用户深度体验时间超过10 s。通过分析伊利QQ星、天猫双十一等成功案例,归纳出技术创新性、内容互动性、用户友好性是影响VR广告效果的关键因素。Virtual reality technology has brought about a revolution in digital advertising,reshaping the way brands interact with consumers through immersive experiences.Based on typical case analysis,this paper systematically studies the application characteristics and implementation effects of VR technology in digital advertising from the dimensions of advertising form innovation,user experience improvement,and marketing effect transformation.Research shows that VR digital advertising has significant advantages in user attention,engagement,and brand memory.For example,the panoramic Moments scene experience lasts for more than 8 seconds,and over 30%of users have a deep experience time of more than 10 seconds.By analyzing successful cases such as Yili QQ Star and Tmall Double Eleven,it is concluded that technological innovation,content interactivity,and user friendliness are key factors affecting the effectiveness of VR advertising.

关 键 词：虚拟现实 数字广告 用户体验 广告效果 沉浸式营销 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]