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Comparing interactive ad formats for online video

Bellman, S., Rask, A., Robinson, J.A. and Varan, D. (2010) Comparing interactive ad formats for online video. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

This study explores the potential benefits of introducing interactivity in ads on online media players. Specifically, four interactive ad formats are compared to linear versions of the same ads. Includes biometric measures.

Publication Type: Report
Murdoch Affiliation: Audience Research Labs
Series Name: Beyond: 30 Study #32
Publisher: Murdoch University. Audience Research Labs
Publishers Website: http://www.beyond30.org/
URI: http://researchrepository.murdoch.edu.au/id/eprint/9169
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