Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising

作者: Jean Brechman , Steven Bellman , Jennifer A Robinson , Amy Rask , Duane Varan

DOI: 10.2501/JAR-2016-001

关键词: AdvertisingAdvertising researchShare of voiceCost per impressionContextual advertisingKeyword advertisingSearch advertisingNative advertisingOnline advertisingComputer science

摘要: Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these “limited-interruption” advertising, in which each midroll advertising break during a features just one commercial. Advertisers can pay premium to repeat the same advertisement limited-interruption break. This study provides empirical guidance advertisers by quantifying positive negative effects repeated limited interruption.

参考文章(36)
Peter J. Danaher, WHAT HAPPENS TO TELEVISION RATINGS DURING COMMERCIAL BREAKS Journal of Advertising Research. ,vol. 35, pp. 37- 37 ,(1995)
D. Varan, J.A. Robinson, A. Rask, S. Bellman, S. Treleaven-Hassard, Getting the balance right: Commercial loading in online video programs Journal of Advertising. ,vol. 41, pp. 5- 24 ,(2012)
Lars Bergkvist, John R. Rossiter, The Role of Ad Likability in Predicting an Ad's Campaign Performance Journal of Advertising. ,vol. 37, pp. 85- 98 ,(2008) , 10.2753/JOA0091-3367370207
Raymond R. Burke, Thomas K. Srull, Competitive Interference and Consumer Memory for Advertising Journal of Consumer Research. ,vol. 15, pp. 55- 68 ,(1988) , 10.1086/209145
Hairong Li, Steven M. Edwards, Joo-Hyun Lee, Measuring the Intrusiveness of Advertisements: Scale Development and Validation Journal of Advertising. ,vol. 31, pp. 37- 47 ,(2002) , 10.1080/00913367.2002.10673665
Curtis P Haugtvedt, David W Schumann, Wendy L Schneier, Wendy L Warren, Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength Journal of Consumer Research. ,vol. 21, pp. 176- 189 ,(1994) , 10.1086/209391
Robert L. Greene, Sources of recency effects in free recall. Psychological Bulletin. ,vol. 99, pp. 221- 228 ,(1986) , 10.1037/0033-2909.99.2.221
Charles R. Taylor, Editorial: Hot topics in advertising research International Journal of Advertising. ,vol. 32, pp. 7- 12 ,(2013) , 10.2501/IJA-32-1-007-012
Hao Li, Hui-Yi Lo, Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements Journal of Advertising. ,vol. 44, pp. 208- 218 ,(2015) , 10.1080/00913367.2014.956376
Peter Salovey, Susan Lee Goldman, Donald Philip Green, Measurement error masks bipolarity in affect ratings. Journal of Personality and Social Psychology. ,vol. 64, pp. 1029- 1041 ,(1993) , 10.1037//0022-3514.64.6.1029