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 | |
| State | Published - Apr 1 2010 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Communication
- Applied Psychology
- Human-Computer Interaction
- Computer Science Applications
- Social Psychology
- Medicine(all)
Cite this
Does it really matter that people Zip through Ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment. / Nam, Yoonjae; Kwon, Kyounghee; Lee, Sungjoon.
In: Cyberpsychology, Behavior, and Social Networking, Vol. 13, No. 2, 01.04.2010, p. 225-229.Research output: Contribution to journal › Article
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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.
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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 -