A Comparison of Three Interactive Television AD Formats

Abstract

This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates.

Minimum effective frequency for interactive television ads

“…43 We could have used other interactive formats, such as the dedicated advertiser location (DAL, or microsite) ads and telescopic ads tested by Bellman, Schweda and Varan. 44 These ads offer a longer interactive experience, but in that study had interaction rates equivalent to the rate for impulse response ads, although the number of interactive opportunities offered was very limited (eg just one telescopic ad in a half-hour programme). We chose to use the impulse format in this study because the fi rst few interactions with longer-duration iTV formats might exhaust the appetite for interaction, which would have obscured the effects of repetition we were hoping to observe.…”

Interactive TV advertising: iTV ad executional factors

“…Laboratory experiments demonstrate that iTV advertising can be more effective than traditional TV advertising (Bellman et al, 2009;Cauberghe and De Pelsmacker, 2008;Reading et al, 2006). However, these earlier studies were not set up to find out what differentiates effective iTV ads from ineffective iTV ads.…”

The Effect of Incentive Type and Sex on Attitudes towards Interactive Television Advertising

“…Moreover, viewers like the idea of being able to click on impulse ads to get free samples or brochures (Bellman, Schweda, & Varan, 2009). Also, some studies suggest that providing incentives in banner ads is effective in soliciting click-through (Hupfer & Grey, 2005;Xie et al, 2004).…”

“…Also, these formats have a positive impact on users' attitudes and behavior compared to traditional formats. In particular, interacting with interactive TV ads seems to have a positive effect on awareness, it improves attitude towards the ad and the brand and increases purchase intentions compared to traditional ads (Bellman, Schweda, & Varan, 2009;Reading et al, 2006).…”