Does it really matter that people zip through ads? Testing the effectiveness of simultaneous presentation advertising in an IDTV environment.
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.
Department of Communication, State University of New York, University at Buffalo, Buffalo, New York 14260, USA. ynam2@buffalo.edu
Yoonjae
Y
Nam
Kyonghee H
KH
Kwon
Sungjoon
S
Lee
D000329:Advertising; D005260:Female; D006801:Humans; D008297:Male; D011939:Mental Recall; D013690:Television; D055815:Young Adult