Play with ads

Abstract

Recently a new form of digital advertisements has emerged: interactive advertisements enabling interactions between the user and the brand through higher audience engagement (Sahibzada, H., Hornecker, E., Echtler, F., & Fischer, P. T., 2017). Along with the advent of interactive advertisements, advanced level of face recognition technology was adopted in the field of entertainment services such as face filter used platform Snapchat, Snow and Kwai. Marketers have become interested in face filters as a new way of marketing methods. By using face filters, users self-expressed them- selves with their facial components related to brand experienced. Thus, this research explored an empirical study on how the advertising filters interact with unacquainted brand as a tool for self- expression. This study would be a good initial stage toward establishing the nature of interaction in the context of advertisement through self-expression. This research aims to establish a new way of dynamic branding on unacquainted brands by filter-enabled interaction with design implications. Therefore, the two contributions of this thesis can be summarized as the two followings. First, the filter guidelines that deals with interactive components and user values were extracted and later on developed into more insights such as mask effects, possessions over the contents. Secondly, by analyzing how brand image changed according to brand awareness, we demonstrated the effectiveness or values of face filter interactive advertising. This could be later adopted into more dynamic branding features that with providing motivations to newly launched brands with more specific guidelines on interactive marketing.