Intriguing, Concerning, and Questioning the Impact on Immersion: An Exploration of VR Users' Advertising Experiences and Attitudes

要旨

Many companies are experimenting with, and developing, advertisements for virtual reality (VR) consumer applications. So far, the development of VR advertising has not accounted for the voices of VR users. Since VR users will be the ones impacted by VR advertising, it is both a requirement and a moral imperative to center their voices in the discussion. We interviewed 22 VR users (14 of which had experienced VR ads, 8 of which had not) to understand their experiences with, and attitudes towards, VR advertising. Many participants had already encountered VR advertisements, ranging from static billboards in virtual worlds to virtual markets. While some participants acknowledged that VR advertising could provide benefits (including monetizing the VR ecosystem and more informative advertising), many were concerned about in-app VR advertisements ruining the immersion of VR experiences, unavoidable ads that were forced on users, privacy risks, physical harms, and manipulation. We conclude by discussing avenues for designing VR advertisements that align with users' needs and wants.

著者
Abraham Mhaidli
Max Planck Institue for Security and Privacy, Bochum, Germany
Selin Erin. Fidan
Max Planck Institute for Security and Privacy, Bochum, Germany
Florian Schaub
University of Michigan, Ann Arbor, Michigan, United States
DOI

10.1145/3706598.3713095

論文URL

https://dl.acm.org/doi/10.1145/3706598.3713095

動画

会議: CHI 2025

The ACM CHI Conference on Human Factors in Computing Systems (https://chi2025.acm.org/)

セッション: XR Interaction

G318+G319
6 件の発表
2025-04-28 23:10:00
2025-04-29 00:40:00
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