A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners
This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distr...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/8477 |
| _version_ | 1848745669922127872 |
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| author | Dix, Steve |
| author_facet | Dix, Steve |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners. |
| first_indexed | 2025-11-14T06:21:02Z |
| format | Working Paper |
| id | curtin-20.500.11937-8477 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:21:02Z |
| publishDate | 2010 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-84772017-01-30T11:06:58Z A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners Dix, Steve ad avoidance advertising loyalty banner Interactive banner advertising impact This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners. 2010 Working Paper http://hdl.handle.net/20.500.11937/8477 School of Marketing, Curtin Business School fulltext |
| spellingShingle | ad avoidance advertising loyalty banner Interactive banner advertising impact Dix, Steve A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title_full | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title_fullStr | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title_full_unstemmed | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title_short | A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| title_sort | new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners |
| topic | ad avoidance advertising loyalty banner Interactive banner advertising impact |
| url | http://hdl.handle.net/20.500.11937/8477 |