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Interactive TV advertising: iTV ad executional factors

Interactive TV advertising

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, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.

Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.

Below is an abstract from one of his papers about Interactive TV advertising: iTV ad executional factors from the Journal of Business Research.

This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the world’s highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96 executional factors in iTV ads. The results identify the top-10 executional factors that cause the largest increases or decreases in the response rate, as well as 11 other factors that help or hurt the response rate in specific product categories. Appendix A describes these 21 factors in detail and lists the other 75 iTV ad executional factors that have no effect on response rate.

Steven Bellman, Anika Schweda, Duane Varan, Interactive TV advertising: iTV ad executional factors, Journal of Business Research, Volume 65, Issue 6, 2012, Pages 831-839, ISSN 0148-2963,

Request to read the full article here.