No abstract
In this article we examine the effectiveness of a new format of interactive advertising with respect to the user's interest and preference for a product while watching a TV programme of relative importance. More specifically, our objective was to test a new ad format for interactive digital television in comparison to an established one, and to examine how the differences in the programme flow and in the degree of user attendance would affect his or her preferences and satisfaction. The design of ads was based on Adobe Director and a usability evaluation was conducted, before the production of the ad prototypes for the research on their effectiveness. Additionally, the technical limitations of current business practice and the European legal framework for the audio-visual interactive media environment have been taken into consideration, in order to provide a feasible and applicable system. Empirical findings suggest that the new ad format (Selectable Item Ad -SIA) is highly effective for people's interest and participation. Our research provides insight for advertisers and producers, because it establishes that the design of a suitable ad depends
The challenge of better public service offering and the expectations of modern citizens and businesses, as well as the poor past practices of public organizations, bring forward the need to design and implement new systems. These systems are based on current information and communication technologies and are points of reference on the path towards e-government “enlightenment.” However, the transition from the traditional processes to the modern ones can be long and strenuous, if relevant projects are not carefully implemented. Therefore, in order to successfully apply electronic practices and methods to public systems of governance, a step-wise approach needs to be formulated starting from traditional standards, leading to transitional procedures, and finally achieving simplification and increased quality of public service by exploiting previous experiences, overcoming past limitations, and applying the lessons learned.
Until recently, television viewing was perceived as a passive experience that aimed in satisfying a person’s or a group’s need for entertainment, information and, in some cases, education. However, the development of Interactive Digital Television (iDTV) and the significant change of society’s expectations due to the appearance of the World Wide Web brought new dynamics on the medium. To that end, nowadays, iDTV adopts a more social role (Social TV) in order to satisfy the individuals’ request for active participation, communication and (virtual) community formulation. This chapter aims at describing the characteristics of Social TV, while providing information about its systems and business applications. Similarly, the present study attempts to explain if and how Social TV can become a new setting for virtual communities and what are the potential implications for its viewers.
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