J.A. Robinson

Getting the Balance Right

Ad-sponsored online video programs currently use a range of commercial loading that varies from exactly the same, compared with broadcast and cable networks, to very much lower. This paper provides empirical evidence about the effects of different levels of commercial loading in online video on perceptions of ad intrusiveness and ad effectiveness, and uses skin conductance to directly observe the potentially enhancing effects of commercial disruption on arousal during the program. The results show that one ad per break maximizes both this disruptive effect and ad recall. As predicted by Nelson, Meyvis, and Galak (2009), popular prime-time television shows do not evoke a decrease in arousal over time and are not enhanced by commercial disruption.

What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

ABSTRACT Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites). Across four experiments, this study documents empirical patterns of cross-device effects among television sets, PCs, iPods, and mobile phones. In three experiments, the format was identical across devices, and the device made no difference to advertising effectiveness. The fourth experiment—with different formats and devices—showed sequential synergy effects. Synergy can strengthen or weaken advertising campaigns that combine multiple communication devices. The combined results of four experiments suggest possible cross-format synergies but not cross-device synergies.

The effects of social TV on television advertising effectiveness

Social TV is the use of communication devices to connect with family and friends watching other TV screens. Plausible arguments suggest both positive and negative effects of social TV viewing on ad-effectiveness. This study contributes by providing evidence for the direction of social TVs effects. The results of a controlled laboratory experiment suggest that the benefits of social TV, principally its association with live TV and therefore less ad-avoidance, come at the cost of negative distraction effects. Like normal coviewing, social TV viewing distracts from ad-processing, reducing unaided recall and brand attitude favorability, compared to individual (solus) viewing. However, social TV messaging about ads improved brand attitude. Perceived creativity increased the likelihood of ad-related messaging. Social TV also has an additional source of distraction, multitasking, but in this study, multitasking did not further reduce ad-effectiveness compared to coviewing. The paper concludes with implications for advertisers and future research.

Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising

ABSTRACT Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.

Brand communication with branded smartphone apps: First insights on possibilities and limits

Abstract Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

Cultural differences affect interactive television advertising

Comparing results from the UK and the USA, this study shows that even subtle cultural differences between two very similar countries can affect new forms of advertising such as interactive television (iTV) commercials. The UK pioneered the mainstream use of iTV advertising, and now it is a mainstream advertising option in the USA on cable networks and online TV networks like Hulu. This study tests whether effective iTV-ad execution factors identified by a previous study of 500 UK iTV campaigns are similarly effective in the USA based on data from 257 iTV campaigns run on the experimental Wink platform between 1998 and 2004. It finds that specific cultural differences make iTV advertising in the USA unique, but also identifies potential globally effective universals for iTV ads. The results of this study allow advertisers to predict the most effective alternative ideas for iTV advertising campaigns run in the USA and potentially in other countries around the world.

Which Ticker Format Works Best? Effects of Updating and Scrolling News Content on Viewer Memory and Program Engagement

This study considers two news ticker formats—the update ticker and the scrolling ticker—to determine the impact of ticker format on memory for news items in the tickers as well as for news program content presented in the background. Post-viewing responses between two treatment groups were compared, revealing better recognition of both types of news content when tickers updated rather than scrolled. Also, viewers report no differences in perceived clutter or program liking, suggesting there is no downside to using an update format.

Contextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age

This study investigated whether age and its associated implicit memory deficits influences responses to contextual television advertising. Prior exposure to the advertised product or brand during a program should improve recall and brand attitude for contextual commercials. The results of a lab experiment, with participants ranging in age from 19 to 78, revealed that unbranded product appearances significantly improved recall, compared to normal unprimed commercials, but only for younger consumers. Branded product appearances did not significantly improve recall, compared to unbranded appearances. Contextual commercials had no positive effects on brand attitude. However, a competitor-brand appearance had a negative effect on brand attitude, for both older and younger consumers. Implications of these results, and their limitations, are discussed.