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Beyond exposure: Researching audience engagement with program and advertising content

Bellman, S., Varan, D. and Schweda, A. (2006) Beyond exposure: Researching audience engagement with program and advertising content. In: 1st Annual Advertising Research Foundation (ARF) Audience Measurement Symposium (AMS) 2006, 20 - 21 June 2006, New York, NY

Abstract

A wide confluence of factors including both channel and platform multiplication, audience fragmentation, the increasing availability of new metrics that go beyond exposure-based ratings and the continuing demands for greater accountability in media spend are ushering in a period of significant market disruption for the television industry. The advent of digital technologies, including personal video recorders (PVRs), internet protocol television (IPTV), interactive television (iTV), portable video (across iPods, mobile phones and a range of other portable devices), video-on-demand (VOD), high definition (HD) and digital television (DTV) are rapidly accelerating the industry’s changing dynamic. As the economics of television shifts from economies of scale to economies of scope, its associated advertising models are moving from a paradigm centered on ‘exposure’ to one now focused on ‘engagement’.

Publication Type: Conference Paper
Murdoch Affiliation: Interactive Television Research Institute
URI: http://researchrepository.murdoch.edu.au/id/eprint/8625
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