Execution tactics for more effective iTV advertising
Uses platform data associated with over 500 interactive TV advertising campaigns that were deployed on BSkyB in the UK (2000-2006) to test for the execution factors that best contribute to viewer response. The study required over 80,000 coding decisions by the research team to code across the more than 100 execution variables analyzed for the study.
|Murdoch Affiliation:||Audience Research Labs|
|Series Name:||Beyond: 30 Study #16|
|Publisher:||Murdoch University. Audience Research Labs|
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