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.

[1]  Patrick De Pelsmacker,et al.  Opportunities and Thresholds for Advertising on Interactive Digital TV , 2006 .

[2]  Everett M. Rogers,et al.  Communication Technology: The New Media in Society , 1986 .

[3]  Michael J. Hannafin,et al.  The effects of progressive interactivity on learning from interactive video , 1986 .

[4]  김종식.  동아시아 문화와 경영, Geert Hofstede, Culture's Consequences: International Differences in Work-Related Values (Beverly Hills, CA:Sage Publications, 1980) ; and Cultures and Organizations : Software of the Mind (New York:McGraw-Hill, 1997) , 1999 .

[5]  Yuping Liu,et al.  A Dual-Process Model of Interactivity Effects , 2009 .

[6]  Jens F. Jensen.  Interactive television: new genres, new format, new content , 2005 .

[7]  Bernard J. Jaworski,et al.  Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads , 1991 .

[8]  Richard L. Celsi,et al.  The Role of Involvement in Attention and Comprehension Processes , 1988 .

[9]  T. Gladwin.  Culture's Consequences: International Differences in Work-Related Values , 1981 .

[10]  Erik P. Bucy.  The Interactivity Paradox: Closer to the News but Confused , 2003 .

[11]  E. Bucy,et al.  The Mediated Moderation Model of Interactivity , 2007 .

[12]  G. Zinkhan,et al.  Determinants of Perceived Web Site Interactivity , 2008 .

[13]  María Sicilia,et al.  EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition , 2005 .

[14]  Byung-Kwan Lee,et al.  Dimensions of Interactivity: Differential Effects of Social and Psychological Factors , 2006, J. Comput. Mediat. Commun..

[15]  Duane Varan,et al.  Country differences in technology experience: The effect of teletext on iTV adoption in the United Kingdom , 2005 .

[16]  Yuping Liu,et al.  What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness , 2002 .

[17]  A LustriaMia Liza.  Can interactivity make a difference? Effects of interactivity on the comprehension of and attitudes toward online health content , 2007 .

[18]  J. Zaichkowsky.  Measuring the Involvement Construct , 1985 .

[19]  S. Bellman,et al.  Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders , 2006, Journal of Advertising Research.

[20]  J. Cacioppo,et al.  Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement , 1983 .

[21]  Grace J. Johnson,et al.  Interactivity and its Facets Revisited: Theory and Empirical Test , 2006 .

[22]  Gordon C. Bruner,et al.  INTERACTIVITY AND ITS FACETS REVISITED , 2006 .

[23]  Byung-Kwan Lee,et al.  The Moderating Effects of Expectation on the Patterns of the Interactivity-Attitude Relationship , 2007 .

[24]  G. Hofstede,et al.  Culture′s Consequences: International Differences in Work-Related Values , 1980 .

[25]  Peter H. Bloch,et al.  After the New Wears Off: The Temporal Context of Product Involvement , 1986 .

[26]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[27]  Amitava Chattopadhyay,et al.  Does Attitude toward the Ad Endure? The Moderating Effects of Attention and Delay , 1992 .

[28]  C. Farn,et al.  Investigating Initial Trust Toward E-tailers from the Elaboration Likelihood Model Perspective , 2006 .

[29]  Patrick De Pelsmacker,et al.  The Advertising Impact of an Interactive TV Program on the Recall of an Embedded Commercial , 2008, Journal of Advertising Research.

[30]  Jacob Cohen.  Statistical Power Analysis for the Behavioral Sciences , 1969, The SAGE Encyclopedia of Research Design.

[31]  Catherine A. Cole,et al.  The Effects of Length, Content, and Repetition on Television Commercial Effectiveness , 1993 .

[32]  N. Hollis.  Ten Years of Learning on How Online Advertising Builds Brands , 2005, Journal of Advertising Research.

[33]  C. Pechmann,et al.  Persuasion processes associated with direct comparative and noncomparative advertising and implications for advertising effectiveness , 1993 .

[34]  Thomas Adelaar,et al.  Effects of media formats on emotions and impulse buying intent , 2003, J. Inf. Technol..

[35]  R. Petty,et al.  Positive Mood and Persuasion: Different Roles for Affect Under High- and Low-Elaboration Conditions , 1993 .

[36]  Edward E. Rigdon,et al.  Play, Flow, and the Online Search Experience , 2004 .

[37]  J. Cacioppo,et al.  Effects of message repetition and position on cognitive response, recall, and persuasion. , 1979 .

[38]  Duane Varan,et al.  The impact of adding interactivity to television advertising on elaboration, recall and persuasion , 2004 .

[39]  Veroline Cauberghe,et al.  The Impact of Banners on Digital Television: The Role of Program Interactivity and Product Involvement , 2008, Cyberpsychology Behav. Soc. Netw..

[40]  R. Zajonc.  Attitudinal effects of mere exposure. , 1968 .

[41]  Shalom Levy,et al.  The influence of product involvement on consumers’ interactive processes in interactive television , 2008 .

[42]  Jinhee Kim,et al.  Interactivity and Persuasion , 2005 .

[43]  Mark Tremayne,et al.  Lessons Learned from Experiments with Interactivity on the Web , 2005 .

[44]  Patrick De Pelsmacker,et al.  The effectiveness of telescopic TV ads delivered via interactive digital TV: the impact of the amount of information and the level of interactivity on brand responses , 2008 .

[45]  Jean Perrien,et al.  Advertisers and the Factual Content of Advertising , 1985 .

[46]  J. P. Jones.  What does effective frequency mean in 1997 , 1997 .

[47]  SHYAM SUNDAR,et al.  Explicating Web Site Interactivity , 2003, Commun. Res..

[48]  Yeung,et al.  Cognitive Load and Learner Expertise: Split-Attention and Redundancy Effects in Reading with Explanatory Notes , 1998, Contemporary educational psychology.

[49]  P. Bone,et al.  The Generation and Consequences of Communication-evoked Imagery , 1992 .

[50]  Michael J. Naples.  Effective frequency: then and now , 1997 .

[51]  P. Lachenbruch.  Statistical Power Analysis for the Behavioral Sciences (2nd ed.) , 1989 .

[52]  A. Greenwald,et al.  Audience Involvement in Advertising: Four Levels , 1984 .

[53]  Mia Liza A. Lustria,et al.  Can interactivity make a difference? Effects of interactivity on the comprehension of and attitudes toward online health content , 2007, J. Assoc. Inf. Sci. Technol..

[54]  L. Fleisher,et al.  Treatment and clinical trials decisionmaking: the impact of the Cancer Information Service. Part 5. , 1998, Journal of health communication.

[55]  Siva K. Balasubramanian,et al.  A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience , 2000 .

[56]  W. Scott Terry,et al.  Serial Position Effects in Recall of Television Commercials , 2005, The Journal of general psychology.

[57]  Kevin Lane Keller,et al.  Brand Familiarity and Advertising Repetition Effects , 2003 .

[58]  J. Maloney,et al.  Attitude research plays for high stakes , 1979 .

[59]  Israel D. Nebenzahl,et al.  Programme involvement and interactive behavior in interactive television , 2006 .

[60]  Lu Zheng.  The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying , 2003 .

[61]  N. Ravaja.  Effects of Image Motion on a Small Screen on Emotion, Attention, and Memory: Moving-Face Versus Static-Face Newscaster , 2004 .

[62]  Suzanne Altobello Nasco,et al.  Perceptions and Recall of Advertising Content Presented on Mobile Handled Devices , 2007 .

[63]  Andrew Ehrenberg,et al.  Differentiation or salience , 1997 .

[64]  Dan Ariely,et al.  Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences , 2000 .

[65]  Guohua Wu,et al.  The Mediating Role of Perceived Interactivity in the Effect of Actual Interactivity on Attitude Toward the Website , 2005 .

[66]  B. Calder,et al.  New media interactive advertising vs. traditional advertising , 1998 .

[67]  Don E. Schultz,et al.  Integrated marketing communications in U.S. advertising , 1997 .

[68]  Annie Lang,et al.  The limited capacity model of mediated message processing , 2000 .

[69]  S. Rafaeli,et al.  Assessing interactivity in computer-mediated research , 2009 .

[70]  W. Greene,et al.  计量经济分析 = Econometric analysis , 2009 .

[71]  Yuping Liu,et al.  Developing a scale to measure the interactivity of websites , 2003, Journal of Advertising Research.

[72]  N. Anderson,et al.  Combining visual and verbal information in an impression-formation task. , 1968, Journal of personality and social psychology.

[73]  Anne M. Brumbaugh,et al.  Insights From a "Failed" Experiment: Directions for Pluralistic, Multiethnic Advertising Research , 2006 .

[74]  Gregory D. Newton,et al.  How Promotional Content Changes Ratings: The Impact of Appeals, Humor, and Presentation , 2003 .

[75]  F. Thomas Juster,et al.  Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design , 1966 .

[76]  Mark Loughney,et al.  Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player , 2008, Journal of Advertising Research.

[77]  Steven P. Brown,et al.  Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis , 1992 .

[78]  J. Gips,et al.  Breaking through Fast-Forwarding: Brand Information and Visual Attention , 2008 .

[79]  Banwari Mittal.  A comparative analysis of four scales of consumer involvement , 1995 .

[80]  B. J. Fogg,et al.  Persuasive technology: using computers to change what we think and do , 2002, UBIQ.

[81]  C. Jackson,et al.  Health communication on the Internet: an effective channel for health behavior change? , 1998, Journal of health communication.

[82]  Chris Janiszewski,et al.  The Influence of Display Characteristics on Visual Exploratory Search Behavior , 1998 .

[83]  Meryl P. Gardner,et al.  Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set? , 1985 .