A Comparison of Three Interactive Television AD Formats
نویسندگان
چکیده
منابع مشابه
A Comparison of Three Interactive Television Ad Formats
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...
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In this paper we report an initial comparison of relevance assessments made as part of the INEX 2006 Interactive Track (itrack’06) to those made for the topic assessment phase of the INEX 2007 ad-hoc track. The results indicate that that there are important differences in what information was assessed under the two different conditions, but it also suggests a certain level of agreement in what ...
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ژورنال
عنوان ژورنال: Journal of Interactive Advertising
سال: 2009
ISSN: 1525-2019
DOI: 10.1080/15252019.2009.10722160