Journal article
Interactive TV advertising: iTV ad executional factors
Journal of Business Research, Vol.65(6), pp.831-839
2012
Abstract
This study examines over 500 campaigns from the first six years of interactive TV (iTV) advertising in the United Kingdom, the market with one of the world's highest interactive digital TV penetration rates (90% of households). The study examines the effect on the interactive response rate of 96 executional factors in iTV ads. The results identify the top-10 executional factors that cause the largest increases or decreases in the response rate, as well as 11 other factors that help or hurt the response rate in specific product categories. Appendix A describes these 21 factors in detail and lists the other 75 iTV ad executional factors that have no effect on response rate.
Details
- Title
- Interactive TV advertising: iTV ad executional factors
- Authors/Creators
- S. Bellman (Author/Creator) - Murdoch UniversityA. Schweda (Author/Creator) - Murdoch UniversityD. Varan (Author/Creator) - Murdoch University
- Publication Details
- Journal of Business Research, Vol.65(6), pp.831-839
- Publisher
- Elsevier Inc
- Identifiers
- 991005544764807891
- Copyright
- © 2011 Elsevier Inc
- Murdoch Affiliation
- Interactive Television Research Institute
- Language
- English
- Resource Type
- Journal article
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- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- ESI research areas
- Economics & Business