ARTICLES

Interactive narratives have long been advocated as having the potential to create more immersive and transformative experiences for audiences by adding the pleasure of agency. In practice, however, finding the balance between sufficient interactivity for agency and narrative structure has been difficult.

Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods.

This study reports the results of a laboratory experiment that compared the effects of partial exposure associated with six major avoidance modes, including DVR (digital video recorder) ad skipping, against each other and against full-attention exposures as controls. The most common form of avoidance, ignoring advertisements (cognitive avoidance), has effects equal to fast-forwarding.

A key task for advertising media planners is setting a frequency goal for a campaign. This study 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. Participants (N=273) were exposed to ads one, three or five times. A control cell saw normal TV ads, while an interactive TV (iTV) cell saw the same ads with interactive response banners superimposed.

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin,...

This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials during programming breaks would reduce channel changing.

In this paper we explain how practice, prior knowledge and task difficulty interact to affect demand for hedonic experiences

This paper is the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and therefore facilitate the automatic processing of the brand’s logo (measured via the P3a) after viewing the advertisement, compared to non-interactive television ads

With online grocery sales projected to grow 20% from 2021 to 2022 and 75% of consumers now buying CPG products online, marketers must lean into new tactics to increase attention and purchase intent. Kargo and SmartCommerce, in partnership with MediaScience, conducted...

Article by Joe Mandese featuring Mediascience. Read the original article here. By now, it is little surprise that the programmatic advertising marketplace underwrites lots of nefarious activities, including various forms of ad fraud, organized crime, and a variety of...