Using VR and eye-tracking to study attention to and retention of AI-generated ads in outdoor advertising environments

Abstract In contemporary urban environments, advertisements are ubiquitous, capturing the attention of individuals navigating through cityscapes. This study simulates this situation by using VR as an advertising research tool and combining it with eye-tracking to rigorously assess attention to and retention of visual advertisements. Specifically, participants drove through a virtual city with 40 AI-generated, experimentally manipulated, and randomly assigned advertisements (20 commercial, 20 health) distributed throughout. Our results confirm theoretical predictions about the link between exposure, visual attention, and incidental memory. Specifically, we found that attended ads are likely to be recalled and recognized, and concurrent task demands (counting sales signs) decreased visual attention and subsequent recall and recognition of the ads. Finally, we identify the influence of ad placement in the city as a very important but previously hard-to-study factor influencing advertising effects. This paradigm offers great flexibility for biometric advertising research and can be adapted to varying contexts, including highways, airports, and subway stations, and theoretically manipulate other variables. Moreover, considering the metaverse as a next-generation advertising environment, our work demonstrates how causal mechanisms can be identified in ways that are of equally high interest to both theoretical as well as applied advertising research. Competing Interest Statement The authors have declared no competing interest.