The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.
Abstract:
This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.
TL;DR: In this article, the authors explore how fast-forwarding through commercials alters the visual attention of viewers and how marketers can tailor advertisements to retain effectiveness as digital video recorder usage rises.
TL;DR: In this paper, the influence of the match between a game and advertising on the online IGA effect was examined using an 18-day experiment in which 562 online game players participated.
TL;DR: The consumer’s purchase process is described by interpreting the AIDA Model in the context of online advergames and presents a series of elements which could be used for driving consumers through the communication funnel and to reach the final stage of the acquisition process.
TL;DR: In this article, the authors examined the effect on the interactive response rate of 96 executional factors in iTV ads and identified the top-10 factors that cause the largest increase or decrease in the response rate.
TL;DR: This article investigated the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational, and behavioural) on advertising credibility in the banking sector and found that cognitive/emotional/sensory advertisements exert the greatest impact followed by relational and then behavioural advertisements which have only a marginal impact.
TL;DR: The concepts of power analysis are discussed in this paper, where Chi-square Tests for Goodness of Fit and Contingency Tables, t-Test for Means, and Sign Test are used.
TL;DR: In his book Culture's Consequences, Geert Hofstede proposed four dimensions on which the differences among national cultures can be understood: Individualism, Power Distance, Uncertainty Avoidance and Masculinity as mentioned in this paper.
TL;DR: The exposure-attitude hypothesis as discussed by the authors suggests that mere repeated exposure of the individual to a stimulus object enhances his attitude toward it, i.e., exposure is meant a condition making the stimulus accessible to the individual's perception.
Q1. What are the contributions in "A comparison of three interactive television ad formats" ?
This study explores the effects of interacting with three current interactive television ( iTV ) ad formats, using an Australian audience panel. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.
Q2. What have the authors stated for future works in "A comparison of three interactive television ad formats" ?
This exploratory study contains several limitations that further research could address. Third, the additional measures used in further research should include process variables, such as perceived interactivity, which the authors assume increases in the presence of interactive opportunities but do not measure directly ( Tremayne 2005 ). Fourth, though the authors use rigorous controls to rule out alternative explanations for their findings, such as primacy/recency effects, unequal offers across ad models, or differences in demographics, iTV is still a new phenomenon in Australia, and they can not rule out novelty effects. The authors also can not ignore the possibility that cultural factors, such as different preferences for the products advertised or varying experience with certain technologies ( e. g., Teletext ; Schweda, Bellman, and Varan 2005 ), may influence their results.