Journal article
Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising
Journal of Advertising Research, Vol.56(3), pp.289-298
2016
Abstract
Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.
Details
- Title
- Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising
- Authors/Creators
- J. Brechman (Author/Creator) - College of New JerseyS. Bellman (Author/Creator) - University of South AustraliaJ.A. Robinson (Author/Creator) - MIT UniversityA. Rask (Author/Creator) - Media Research CenterD. Varan (Author/Creator) - MediaScience, varan@mediasciencelabs.com
- Publication Details
- Journal of Advertising Research, Vol.56(3), pp.289-298
- Publisher
- World Advertising Research Center
- Identifiers
- 991005543530007891
- Copyright
- © 2016 The ARF.
- Murdoch Affiliation
- Audience Research Labs
- Language
- English
- Resource Type
- Journal article
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- International collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- Communication
- ESI research areas
- Economics & Business