Individual media: Interactive

 

Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualiz ...

In this preview report from ad:tech Chicago 2008, WARC Online's US editor Geoffrey Precourt discusses the 'digital cacophony'. This trend, identified by Christopher Vollmer, constitutes an explosion o ...

This article discusses some of the findings of the ANA Interactive Agency Compensation Study. This research was based on a survey of more than 100 ANA members who collectively spend in excess of $100 ...

Barry Lee, board account director at ZED, argues that Web 2.0, with its social network sites, like MySpace, and user generated content, like YouTube, is fundamentally different from the information di ...

Gray Sycamore, director at The Marketing Store, argues that the direct marketing industry needs to recognise that consumers are increasingly in control of interactive communications and the flow of da ...

In this introduction to Admap's report on interactivity, Roderick White explains the growing pervasiveness of this new form of direct marketing. Interactive communications, via traditional and interne ...

Television is increasingly becoming an 'on demand' medium. The benefits of this development for advertisers are discussed in this article. It argues that viewing can be measured more accurately; the n ...

In this article, Jeremy Bullmore argues that the internet has not changed mass communication quite so drastically as everyone seems to think. It is true that it gives audiences a voice for the first t ...

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool. In the ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

The practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering com ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

How do advertising practices need to adapt and change in order to effectively engage new media consumers? Integration has been an important, overarching industry response in recent decades (Cappo 2003 ...

This article reviews the empirical literature on interactivity, primarily studies based on experimental designs, and concludes that two conceptualizations of interactivity are beginning to dominate: t ...

The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different inter ...

This study investigated the effects of web site interactivity on consumers’ trust in brands and product evaluations, and their subsequent purchase intentions in a multi-channel context. Results from t ...

The recent arrival of interactive messaging/marketing units (IMUs) begs the question: Does interacting with an advertisement enhance its persuasive appeal? How does interactivity compare with other st ...

Nick McConnell, director of sales and marketing at Broadsystem, outlines the history of interactive TV in the UK and reports on a survey to investigate who interacts and what motivates them. He conclu ...

Rob Leach, head of interactive services for Sky Media, explains the driving forces behind the dramatic rise in interactive advertising (iA) at Sky. Quoting a number of examples he describes how adver ...

In this introduction to Admap's focus on interactive communications, Roderick White looks at developments in interactive Television (iTV) - for advertisers and programme makers; internet and web based ...

Ingrid Anusic, from Junction, the organisers of the Interactive TV Advertising Show, describes the development of iTV advertising in UK and USA. Many UK speakers at the event confirmed that iTV (press ...

This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identif ...

Ross Fadner, a New York based journalist specialising in internet marketing, discusses the hot topic from the Jupiter Media Advertising Forum (New York, July 2004) – can interactive agencies handle se ...

Charlie Dobres, CEO of i-level digital communications agency, reviews the current state of digital marketing, and looks at how home PCs and TVs are used interactively. He sees interactivity as devel ...

In his regular look at the US media scene, Joe Mandese reviews the two main themes of the Annual Media Conference of the AAAA (American Association of Advertising Agencies) – media agency accountabili ...

Joe Mandese, in his regular column, reports on the new doctrine of ROI (return on investment) media planning in the USA. He recounts that interactive media planners are moving from reach-based media ...

By analyzing data from the Nielsen National People Meter Sample, this paper dimensions the penetration of PVRs in television households in the United States. Also, Nielsen has established an offline t ...

There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context – how rapidly are interactive TV (iTV) applications being rolled out? How are ...

There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history o ...

European television advertising is going through a period of innovation and regulation, with new advertising formats brought about by digital innovations. As media converge, the lessons in one medium ...