Augmented Fast-Forwarding: Can we Improve Advertising Impact by Enriching Fast-forwarded Commercials?
Pages 205 - 215
Abstract
The trend of time-shifted viewing worries television networks and advertisers, as time-shifting viewers often fast-forward through commercials, resulting in lower advertising impact. The present research tests an alternative solution to this problem by augmenting fast-forwarded commercials with brand logos placed in the center of the screen. We tested the potential of augmented fast-forwarding in an experiment in which participants watched a television show interrupted by a commercial break using three experimental conditions: commercials played at regular speed, at fast-forwarded speed, or at fast-forwarded speed but enriched with logos. Advertising impact was measured during the commercial break (using eye-tracking glasses), right after the TV show (brand recognition), and the day after the TV show (day after brand recognition). Interestingly, the results showed that augmented fast-forwarding performed equally well as regular-speed viewing on two out of three advertising impact measures.
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June 2019
299 pages
ISBN:9781450360173
DOI:10.1145/3317697
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Published: 04 June 2019
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