Interactive Television and the role of affective usability

Wood-Bradley, Guy; Blashki, Katherine

doi:10.1109/mmmc.2006.1651378

Cited by 2 publications

(1 citation statement)

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“…Interactivity changes the role of the viewer from a passive receiver to an active user (Bradley 2006), thus offering the advertiser the opportunity to collect important information about the viewer's consuming behaviour ) and the actual viewing conditions. This new reality changes the ways ad effectiveness is measured and the techniques that advertisers use to target a specific consuming audience.…”

Section: Introductionmentioning

confidence: 99%

Evaluating programme-embedded advertising format for Interactive Digital Television

Vennou

Mantzari

Lekakos

2012

International Journal of Digital Television

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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

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Section: Introductionmentioning

confidence: 99%