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

  • Mª Concepción CastellanosEmail author
  • José Manuel Ausin
  • Jaime Guixeres
  • Enrique Bigné
Chapter
Part of the European Advertising Academy book series (EAA)

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).

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018

Authors and Affiliations

  • Mª Concepción Castellanos
    • 1
    Email author
  • José Manuel Ausin
    • 1
  • Jaime Guixeres
    • 1
  • Enrique Bigné
    • 2
  1. 1.Instituto de Investigación e Innovación en Bioingeniería /CBR groupUniversidad Politécnica de ValenciaValenciaSpain
  2. 2.Facultad de Economía/Dpto Comercialización e Investigación de MercadosUniversidad Politécnica de ValenciaValenciaSpain

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