Effectiveness evaluation for the gamification of out-of-home advertising

Abstract

Purpose

This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on emotional experience generated by interactions between individuals and gamified advertisements.

Design/methodology/approach

By carrying out an offline gamification advertising experiment, this study uses multiple emotion models, pleasure–displeasure, arousal–no arousal and dominance–submissiveness (PAD) and Ortony–Clore–Collins, to examine the impact of 24 emotional experiences consumers have when engaging with gamified OOH advertising on the perceived effectiveness of advertising.

Findings

The findings reveal the correlation between the emotional experience and the effectiveness of gamified advertising. Multiple regression analyses demonstrate that the emotional experience model has an effective predictive effect on the effectiveness of gamified advertising.

Originality/value

The originality of this research is a new method for evaluating the effect of OOH gamified advertising, in particular the calculation of the valid emotional experience values brought by the emotional fluctuations in the interaction between consumers and gamified advertisements.

Citation

Huo, J. and Jiang, Y. (2022), "Effectiveness evaluation for the gamification of out-of-home advertising", Marketing Intelligence & Planning, Vol. 40 No. 7, pp. 929-944. https://doi.org/10.1108/MIP-01-2022-0003