Revolutionizing Formula 1: Unveiling the Impact of Virtual Advertising on Brand Visibility and Fan Engagement

Abstract

This paper explores the fascinating field of Virtual Advertising technology, focusing on its application in Formula 1 races. Virtual Advertising involves seamlessly integrating digital elements into broadcasts, presenting innovative opportunities for brand exposure. The study investigates the average visibility of virtual signage during Formula 1 Grand Prix broadcasts, revealing an average visibility of 7.63% in the OTT platform. The research also delves into the impact of personalized virtual advertising messages of fan engagement and brand recall, using two surveys distributed among 100 participants each. Preliminary findings show that strategically placed virtual signage, such as on specific turns or track infrastructures, significantly enhances brand exposure. As the study is ongoing, further research is needed to validate the influence of personalized virtual advertising on fan engagement. The paper contributes to understanding the evolving landscape of advertising in sports, particularly in the context of dynamic, personalized messaging.