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Execution tactics for more effective iTV advertising

Bellman, S., Schweda, A. and Varan, D. (2007) Execution tactics for more effective iTV advertising. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

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.

Publication Type: Report
Murdoch Affiliation: Audience Research Labs
Series Name: Beyond: 30 Study #16
Publisher: Murdoch University. Audience Research Labs
Publishers Website: http://www.beyond30.org/
URI: http://researchrepository.murdoch.edu.au/id/eprint/9141
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