Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions

Abstract: Digital video advertising is growing exponentially. It is expected that digital video ad spending of the US will see double-digit growth annually through 2020 (eMarketer, 2016). Moreover, advertisers are spending on average more than $10 million annually on Digital Video, representing an 85% increase from 2 years (iab, 2016). This huge increase is mediated by advances in technology and the massive use of the technology by the consumers (Krawford, 2011). Among the most prominent technological tools are new forms of virtual reality, specifically 360-degree video (Argyriou et al., 2016), that is one of the newest trends in online marketing in the last years (Gudacker, 2016).