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: It was found that pre-roll ads shown on IPTV VOD were more credible and useful than ads viewed on mobile devices, and viewers had better recall of ads when they had watched them through IPTV.
TL;DR: The authors used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response by phone call, and found the usual "build-up" effects for repeated exposure on ad memory in the control cell, but there was little added value in repeat exposure for generating interactive response (ie MEF=1).
TL;DR: It is found that specific cultural differences make iTV advertising in the USA unique, but also identifies potential globally effective universals for iTV ads that could be effective in other countries around the world.
TL;DR: In this paper, an ongoing initiative in proposing guidelines for iTV advertising, which leads to the implementation of t-commerce for the iTV in Malaysia, is reported, and the findings of a series of interviews with entities that are directly involved with advertising practices.
TL;DR: The principles of integrated marketing communications (IMC) are discussed in this paper, with case studies adapted from recent real-world examples drawn from both Australian and international contexts, and a further thinking section giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy.
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.