Does it really matter that people Zip through Ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment

Yoonjae Nam, Kyounghee Kwon, Sungjoon Lee

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

In an IDTV environment, which facilitates self-scheduling, skipping advertisements by zipping is an emerging ad-avoidance behavior. This study explores whether an alternative ad format, called simultaneous presentation advertising (SPA), may overcome the limitations of classical sequential advertising (CSA) in controlling zipping behavior and increasing the effectiveness of ads. The experiment revealed that SPA is more effective than CSA in reducing zipping and increasing recall, but SPA was more intrusive and produced a negative product image. There was no difference regarding cognitive avoidance. This work discusses the implications of these findings in the interactive media environment.

Original languageEnglish (US)
Pages (from-to)225-229
Number of pages5
JournalCyberpsychology, Behavior, and Social Networking
Volume13
Issue number2
DOIs
StatePublished - Apr 1 2010
Externally publishedYes

Fingerprint

Marketing
Testing
avoidance behavior
Avoidance Learning
interactive media
scheduling
Scheduling
experiment
Experiments

ASJC Scopus subject areas

  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications
  • Social Psychology
  • Medicine(all)

Cite this

@article{0750ad8ec2924ee49d79c77f093cde46,
title = "Does it really matter that people Zip through Ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment",
abstract = "In an IDTV environment, which facilitates self-scheduling, skipping advertisements by zipping is an emerging ad-avoidance behavior. This study explores whether an alternative ad format, called simultaneous presentation advertising (SPA), may overcome the limitations of classical sequential advertising (CSA) in controlling zipping behavior and increasing the effectiveness of ads. The experiment revealed that SPA is more effective than CSA in reducing zipping and increasing recall, but SPA was more intrusive and produced a negative product image. There was no difference regarding cognitive avoidance. This work discusses the implications of these findings in the interactive media environment.",
author = "Yoonjae Nam and Kyounghee Kwon and Sungjoon Lee",
year = "2010",
month = "4",
day = "1",
doi = "10.1089/cyber.2009.0115",
language = "English (US)",
volume = "13",
pages = "225--229",
journal = "Cyberpsychology, Behavior, and Social Networking",
issn = "2152-2715",
publisher = "Mary Ann Liebert Inc.",
number = "2",

}

TY - JOUR

T1 - Does it really matter that people Zip through Ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment

AU - Nam, Yoonjae

AU - Kwon, Kyounghee

AU - Lee, Sungjoon

PY - 2010/4/1

Y1 - 2010/4/1

N2 - In an IDTV environment, which facilitates self-scheduling, skipping advertisements by zipping is an emerging ad-avoidance behavior. This study explores whether an alternative ad format, called simultaneous presentation advertising (SPA), may overcome the limitations of classical sequential advertising (CSA) in controlling zipping behavior and increasing the effectiveness of ads. The experiment revealed that SPA is more effective than CSA in reducing zipping and increasing recall, but SPA was more intrusive and produced a negative product image. There was no difference regarding cognitive avoidance. This work discusses the implications of these findings in the interactive media environment.

AB - In an IDTV environment, which facilitates self-scheduling, skipping advertisements by zipping is an emerging ad-avoidance behavior. This study explores whether an alternative ad format, called simultaneous presentation advertising (SPA), may overcome the limitations of classical sequential advertising (CSA) in controlling zipping behavior and increasing the effectiveness of ads. The experiment revealed that SPA is more effective than CSA in reducing zipping and increasing recall, but SPA was more intrusive and produced a negative product image. There was no difference regarding cognitive avoidance. This work discusses the implications of these findings in the interactive media environment.

UR - http://www.scopus.com/inward/record.url?scp=77951120054&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77951120054&partnerID=8YFLogxK

U2 - 10.1089/cyber.2009.0115

DO - 10.1089/cyber.2009.0115

M3 - Article

VL - 13

SP - 225

EP - 229

JO - Cyberpsychology, Behavior, and Social Networking

JF - Cyberpsychology, Behavior, and Social Networking

SN - 2152-2715

IS - 2

ER -