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Can TV ads be successfully repurposed to 2x2 screens?

Varan, D., Schweda, A. and Bellman, S. (2008) Can TV ads be successfully repurposed to 2x2 screens? In: Audience Measurement 3.0, 24 - 25 June 2008, New York, NY.

Abstract

A lab-based experiment compares the impact of TV ads viewed on computers and portable media devices with that of traditional TV advertising. Do the differences in screen size influence effectiveness? If so, how does this affect the creation of advertising content that is optimally effective on screens of various sizes?

Publication Type: Conference Paper
Murdoch Affiliation: Interactive Television Research Institute
Conference Website: http://www.thearf.org/am-08
URI: http://researchrepository.murdoch.edu.au/id/eprint/9183
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