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Using Internet Behavior to Deliver Relevant Television Commercials

Using Internet Behavior to Deliver Relevant Television Commercials

Consumer footprints left on the Internet help advertisers show consumers relevant Web ads, which increase awareness and click-throughs. This “proof of concept” experiment illustrates how Internet behavior can identify relevant television commercials that increase ad-effectiveness by raising attention and ad exposure. Product involvement and prior brand exposure, however, complicate effective Internet-targeting.

Cultural differences affect interactive television advertising

Cultural differences affect interactive television advertising

Comparing results from the UK and the USA, this study shows that even subtle cultural differences between two very similar countries can affect new forms of advertising such as interactive television (iTV) commercials. The UK pioneered the mainstream use of iTV advertising, and now it is a mainstream advertising option in the USA on cable networks and online TV networks like Hulu.

Unlocking the “Reminder” Potential When Viewers Pause Programs

Unlocking the “Reminder” Potential When Viewers Pause Programs

The branded pause advertisement is a recently developed online television-advertising format that displays a full-screen still-image banner ad whenever a viewer pauses a streaming-video program. This study used a controlled lab experiment to compare the effectiveness of branded pause advertisements with normal online television advertisements.

The effectiveness of advergames compared to television commercials and interactive commercials

The effectiveness of advergames compared to television commercials and interactive commercials

Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (“being there” in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of advertising by itself.

Prominent Messages in Television Drama Switched at Birth Promote Attitude Change Toward Deafness

Prominent Messages in Television Drama Switched at Birth Promote Attitude Change Toward Deafness

The study at hand employed a pre- versus posttest experimental design to test the effects of television drama Switched at Birth on viewers’ attitudes toward deafness. This program tells the story of two teenage girls (one of whom is deaf) and their struggles to relate to their peers and families after discovering they were switched as newborns. Two hundred eleven female adults completed pre- and postexposure measures utilizing Cooper, Rose, and Mason’s (2004) Attitudes to Deafness measure, the items of which were categorized according to thematic dimensions.

How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness?

How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness?

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process. Vendors in this evolving industry offer a confusing range of often proprietary differences in methodology. The authors of the current article analyzed results from “Neuro 1”—the Advertising Research Foundation’s first neuro-standards trial—and revealed that there is no common truth, no single scientific reality exposed as a result of these new methods.

Limited-Interruption Advertising In Digital-Video Content

Limited-Interruption Advertising In Digital-Video Content

Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break.

Program–Ad Matching and Television Ad Effectiveness: A Reinquiry Using Facial Tracking Software

Program–Ad Matching and Television Ad Effectiveness: A Reinquiry Using Facial Tracking Software

This study uses a new biometric measure, computer-coded smiling, to better understand the processes observed in a classic television-advertising context study (Kamins, Marks, and Skinner 1991). This conceptual replication tests the original study’s program–ad matching effect on informational ads, which are more common than the sad ads the original study tested, using a cognitive outcome measure, recall.

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