Effective iTV ad execution factors: Wink vs. Sky

Bellman, S., Robinson, J.A. and Varan, D. (2009) Effective iTV ad execution factors: Wink vs. Sky. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

Study 16 provided a detailed analysis of the creative execution factors driving response on the Sky platform in the UK. Study 30 replicates this methodology using Wink data from the US market. The study includes comparative data attempting to isolate human vs. cultural/market factors driving response.