Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising
Brechman, J., Bellman, S., Robinson, J.A., Rask, A. and Varan, D. (2016) Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising. Journal of Advertising Research, 56 (3). pp. 289-298.
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Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.
|Publication Type:||Journal Article|
|Murdoch Affiliation:||Audience Research Labs|
|Publisher:||World Advertising Research Center|
|Copyright:||© 2016 The ARF.|
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