research-article

Evaluating program-embedded advertisement format in interactive digital TV

Authors:

Paraskevi Vennou,

Evangelia Mantzari,

George LekakosAuthors Info & Claims

EuroITV '11: Proceedings of the 9th European Conference on Interactive TV and Video

Pages 145 - 154

https://doi.org/10.1145/2000119.2000149

Published: 29 June 2011 Publication History

Abstract

In this paper we examine the effectiveness of a new format of interactive advertising with respect to the user's interest and preference for a product while watching a TV program of relative importance. More specifically, our objective was to test a new ad format for interactive digital television in comparison to an established one and examine how the differences in the program flow and in the degree of user's attendance would affect his preferences and satisfaction. The design of ads was based on Adobe Director and a usability evaluation was conducted, before the production of the ad prototypes for the research of their effectiveness. Empirical findings suggest that the new ad format (Selectable Item Ad - SIA) is highly effective for people's interest and participation. Our research provides insight for advertisers and producers, because it establishes that the design of a suitable ad depends significantly on the ad's objectives, on the separate interest for the product and on the relative importance of the TV program for the viewer.

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Cited By

Shibata RMatsumori SFukuchi YMaekawa TKimoto MImai M(2023)Conversational Context-sensitive Ad Generation with a Few Core-QueriesACM Transactions on Interactive Intelligent Systems10.1145/358857813:3(1-37)Online publication date: 23-Mar-2023
https://dl.acm.org/doi/10.1145/3588578
Smith TObrist MWright PPaolini PCremonesi PLekakos G(2013)Live-streaming changes the (video) gameProceedings of the 11th European Conference on Interactive TV and Video10.1145/2465958.2465971(131-138)Online publication date: 24-Jun-2013
https://dl.acm.org/doi/10.1145/2465958.2465971

Evaluating program-embedded advertisement format in interactive digital TV
1. Human-centered computing

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Published In

cover image ACM Conferences

EuroITV '11: Proceedings of the 9th European Conference on Interactive TV and Video

June 2011

266 pages

ISBN:9781450306027

DOI:10.1145/2000119

General Chairs:
Manuel José Damásio
Universidade Lusófona de Humanidades e Tecnologias, Portugal
,
Gustavo Cardoso
Lisbon Internet and Networks Institute, Portugal
,
Program Chairs:
Célia Quico
Universidade Lusófona de Humanidades e Tecnologias, Portugal
,
David Geerts
CUO, IBBT / K.U. Leuven, Belgium

Copyright © 2011 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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New York, NY, United States

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Published: 29 June 2011

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EuroITV '11: 9th International Interactive TV&Video Conference

June 29 - July 1, 2011

Lisbon, Portugal

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Cited By

Shibata RMatsumori SFukuchi YMaekawa TKimoto MImai M(2023)Conversational Context-sensitive Ad Generation with a Few Core-QueriesACM Transactions on Interactive Intelligent Systems10.1145/358857813:3(1-37)Online publication date: 23-Mar-2023
https://dl.acm.org/doi/10.1145/3588578
Smith TObrist MWright PPaolini PCremonesi PLekakos G(2013)Live-streaming changes the (video) gameProceedings of the 11th European Conference on Interactive TV and Video10.1145/2465958.2465971(131-138)Online publication date: 24-Jun-2013
https://dl.acm.org/doi/10.1145/2465958.2465971

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