Impact of New Advertising Formats on Interactive Digital Television

Digitalization is changing the media landscape by blurring the lines between existing media. Interactive, Digital TV (IDTV) is an outcome of this convergence by merging traditional broadcasting and digital technology. Although IDTV imposes severe threats for advertising professionals in terms of ad skipping, it also offers many new advertising opportunities. This book gives an overview of different advertising effectiveness studies in which the impact of new IDTV advertising formats such as the dedicated advertising location, on screen banners, advergames,... are investigated. The impact of several moderating and mediating variables are investigated more closely.

Autorentext

Verolien Cauberghe is professor marketing communication at the University of Ghent. She teaches courses in marketing communication, corporate communication and social marketing. Her research interests are advertising effectiveness, consumer behavior, the effectiveness of new advertising formats, social marketing, and health communication.