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 used a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention, and found that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category.
TL;DR: The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.
TL;DR: It is revealed that individuals' intrinsic immersion tendencies have a positive moderating effect on the sensation of physical and self-presence, above and beyond the influence of screen size.
TL;DR: In this paper, the effectiveness of 15-second television commercials and 30-second TV commercials by using novel commercials with different message appeals (informational vs. emotional), exposing subjects multiple times, and employing multiple dependent variables.
TL;DR: The effectiveness of advertising messages is widely believed to be moderated by audience involvement as mentioned in this paper, which allocates increasing attentional capacity to a message source, as needed for analysis of the message by increasingly abstract and qualitatively distinct representations.
TL;DR: In this paper, the authors explore the nature of interactivity and its underlying processes to determine the conditions in which interactivity may be both useful and detrimental in an advertising context, and they provide a concrete conceptualization and definition for interactivity that encompasses these various dimensions.
TL;DR: A meta-analysis of pairwise relationships involving attitude toward the ad was conducted by as discussed by the authors, where correlations across studies are analyzed and reported. But the results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes.
TL;DR: Moreland et al. as mentioned in this paper found that the sequence of topic-relevan t thoughts generated in response to a repeated persuasive message would parallel attitude change, and that only topic-relevant thoughts were related to agreement.
TL;DR: The results show that controlling the information flow can help consumers better match their preferences, have better memory and knowledge about the domain they are examining, and be more confident in their judgments, but it is also shown that controlled information flow creates demands on processing resources and therefore under some circumstances can have detrimental effects on consumers' ability to utilize information.
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.