The power of 3D LED displays in modern advertising: Effects on consumer attention and brand engagement

Tóm tắt

Three-dimensional (3D) LED advertising has become increasingly visible in large urban environments, yet empirical evidence on audience responses to this format remains limited, particularly in emerging markets. This study examines how key attributes of 3D LED advertisements content quality, location salience, perceived exposure duration, social influence, and perceived technological features are associated with consumer attention, emotional involvement, and brand perception. A cross-sectional survey was conducted with 400 adults who had recently encountered 3D LED advertisements in Ho Chi Minh City, Vietnam. Multiple regression analysis shows that content quality, location salience, exposure duration are associated with higher levels of consumer attention. Emotional involvement is more closely related to content quality, social influence, and perceived technological features, while brand perception is primarily linked to social influence and technological cues. Rather than implying causal effects, the findings highlight patterns of association that clarify how audiences experience immersive outdoor advertising in dense urban settings.