How does interactivity of online media hamper ad effectiveness

Gordy Pleyers and Nicolas Vermeulen

The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.

Introduction

Evolution and interactivity of online media

The Internet has profoundly changed the daily lives of hundreds of millions of people. It has increasingly provided users with virtually unlimited and rich content, as well as interactivity that offers users a high degree of control in their processing of this content (what information they see, for how long, how many times, and in what order; Nysveen & Breivik, 2005; Sterne, 2002). On the advertisers' side, the Internet has been increasingly considered as an attractive alternative to traditional media and obviously transformed the overall media space. Recent data even show that digital...

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