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| Tekijä: | Dix, S.R. (et al.) |
| Otsikko: | Using interactive program-loyalty banners to reduce TV ad avoidance |
| Lehti: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 154-161 |
| Asiasana: | Australia television advertising behavioural science loyalty |
| Vapaa asiasana: | media |
| Kieli: | eng |
| Tiivistelmä: | Using a sample of the general public in Australia to test whether program-related interactive banners superimposed over advertisements (as: ad/s.) during programming breaks would reduce changing of channels, it is found that interaction with the banners reduce channel changes during the ad/s. break by nearly 40 percent, although interaction distracts viewers from optimally processing the ad/s. With the potential for advertising avoidance rates being driven up by digital video recorders, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences. |
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