Measuring the impact of contextual advertising on television

John Clifton, Kathryn Larkin, Stacey Lynn Schulman and Carl Marci

This paper seeks to measure the impact of contextual advertising on television, a medium which has generally been primarily about reach.

Measuring the impact of contextual advertising on television

John Clifton,Kathryn Larkin,Stacey Lynn SchulmanTurnerCarl MarciInnerscope

With the average person exposed to 3,000-5,000 advertisements each day (Walker Smith, Clurman & Wood, 2005), how do advertisers make sure their messages break through the clutter? From a burgeoning set of channel options per household to the promise of Internet-friendly applications on the TV screen, the rapidly changing television landscape necessitates a new understanding of how ad placement can enhance advertising effectiveness. One such approach, contextual advertising, offers a unique opportunity for advertisers to not only stand out, but also...

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