Comparing Three Interactive Television Ad Formats
Steven Bellman, Anika Schweda and Duane VaranInteractive Television Research Institute at Murdoch University in Perth, Western Australia
ABSTRACT: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 entertaining possibilities of iTV by offering additional long-form video; its superior performance...