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.
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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: Rogers as discussed by the authors defines the field of communication technology with its major implications for researchers, students, and practitioners in an age of ever more advanced information exchange and examines basic issues posed by interactive media in areas that affect intellectual, organization, and social life.
TL;DR: This paper found that brand familiarity influenced repetition effectiveness and negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving decreases in repetition effectiveness.
TL;DR: In this article, the authors used a longitudinal design to provide evidence for the notion that there are two forms of product involvement: enduring involvement and situational involvement, and found that those behaviors associated with enduring involvement were stable over time, while those behaviors resulting from situational involvement declined once the situation inducing the involvement changed.
TL;DR: In this article, four recent scales of consumer involvement are compared, and the modified scales are then empirically compared in terms of unidimensionality, convergent and discriminant validity, and nomological validity.
TL;DR: In this paper, the authors examine the conditions necessary to transform online information search into play, a highly positive experience capable of delivering intrinsic value in the form of escapism and enjoyment.
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.