Research Papers

Alexopoulos, Konstantinos; Mochla, Vagia; Tsourvakas, George

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Virtual advertising is revolutionizing sports broadcasting, with Formula 1 leading the charge in creating immersive, dynamic brand messaging experiences. This study explores the impact of personalized virtual ads on brand recall during F1 broadcasts, leveraging eye-tracking technology and innovative computer vision tools. Key findings reveal that personalized ads not only accelerate viewer attention by up to 0.29 seconds but also boost brand recall by 13%, with lesser-known brands benefiting from a remarkable 40% increase in recognition. This experimental study highlights the transformative potential of personalized virtual advertising, paving the way for a new era in sports broadcasting and marketing.