Testing television advertising using interactive television

John S. Lapinski and Joshua D. Clinton

This paper introduces several new methods aimed at improving ad testing. The power of interactive television and scientific statistical techniques are leveraged to create a unified methodology to test ads.

Testing television advertising using interactive television.

The effectiveness of political advertisements

Joshua D. ClintonStanford University and John S. LapinskiYale University

INTRODUCTION

This paper introduces several new methods that explicitly measure the effectiveness of television ads – where an ad's effectiveness is measured by its ability to produce or facilitate the desired behavioral outcome in its viewers. The importance of determining the effectiveness of an ad is perhaps best expressed in David Ogilvy's '18 Miracles of Research' which warns its readers that 'Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands