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

Yoonjae Nam; Kyonghee H. Kwon; Sungjoon Lee

doi:10.1089/cyber.2009.0115

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

Yoonjae Nam, Kyonghee H. Kwon, Sungjoon Lee

Research output: Contribution to journal › Article

6 Scopus citations

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 language	English (US)
Pages (from-to)	225-229
Number of pages	5
Journal	Cyberpsychology, Behavior, and Social Networking
Volume	13
Issue number	2
DOIs	https://doi.org/10.1089/cyber.2009.0115
State	Published - Apr 1 2010
Externally published	Yes

ASJC Scopus subject areas

Social Psychology
Communication
Applied Psychology
Human-Computer Interaction
Computer Science Applications

Access to Document

10.1089/cyber.2009.0115

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Nam, Y., Kwon, K. H., & Lee, S. (2010). Does it really matter that people Zip through Ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment. Cyberpsychology, Behavior, and Social Networking, 13(2), 225-229. https://doi.org/10.1089/cyber.2009.0115

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