The impact of adding interactivity to television advertising on elaboration, recall and persuasion
Bellman, S., Pribudi, G. and Varan, D. (2004) The impact of adding interactivity to television advertising on elaboration, recall and persuasion. In: ANZMAC 2004, 27 Nov - 1 Dec 2004, Wellington, New Zealand
Interactive TV ads providing additional clickable content beyond the traditional 30-second ad are evolving as a new model for television advertising. This extra length provides space for additional claims and repetition of brand associations, which should increase overall advertising effectiveness. We find that one exposure to a transformational interactive TV ad is more effective than one exposure to a 30-second ad, and just as effective as three exposures in terms of attitude towards the ad, attitude towards the brand, and purchase intention. We also found that the interactive ad generated more cognitive elaboration than either one or three exposures to a 30-second ad. For day-after recall, the interactive ad was more effective than one exposure to a 30-second ad. However, in comparison with three exposures, the evidence was not conclusive. When a high frequency is required (as it is for transformational ads), but repeat exposure is difficult to generate (as audiences get more fragmented), interactive TV ads offer media planners a solution, and may rewrite the rules of media planning.
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