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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.

Link to Published Version: http://dx.doi.org/10.2501/JAR-2016-001
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Abstract

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.

Item Type: Journal Article
Murdoch Affiliation: Audience Research Labs
Publisher: World Advertising Research Center
Copyright: © 2016 The ARF.
URI: http://researchrepository.murdoch.edu.au/id/eprint/33777
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