Pattern while Watching 360° Videos.On the Reception of Immersive Commercials
Andreas Hebbel-Seeger, Andes Diesch · Athens Journal of Mass Media and Communications · 2019
360° videos allow the recipient to freely select a section of an image within a spherical spatial construction. In the presented study we will analyze two chosen 360° spots from the automotive industry of the brands BMW and VW initially regarding their 360° "storytelling" side. In the next step we will depict the reception behavior of the subject group according to their head movements, compare these to each storytelling approach and finally discuss them regarding the background of the reception experience.