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Limited-Interruption Advertising In Digital-Video Content

Limited-Interruption Advertising In Digital-Video Content

An Analysis Compares the Effects of “Midroll” Versus “Preroll” Spots and Clutter 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 Limited-Interruption Advertising In Digital-Video Content – an analysis comparing the effects of “Midroll” Versus “Preroll” Spots and Clutter Advertising, from the Journal of Advertising Research.


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. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.

Limited-Interruption Advertising In Digital-Video Content
Jean Brechman, Steven Bellman, Jennifer A. Robinson, Amy Rask, Duane Varan
Journal of Advertising Research Sep 2016, 56 (3) 289-298; DOI: 10.2501/JAR-2016-001

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