Execution tactics for more effective iTV advertising
Tools
Bellman, S., Schweda, A. and Varan, D. (2007) Execution tactics for more effective iTV advertising. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.
Abstract
Uses platform data associated with over 500 interactive TV advertising campaigns that were deployed on BSkyB in the UK (2000-2006) to test for the execution factors that best contribute to viewer response. The study required over 80,000 coding decisions by the research team to code across the more than 100 execution variables analyzed for the study.
Item Type: | Report |
---|---|
Murdoch Affiliation: | Audience Research Labs |
Series Name: | Beyond: 30 Study #16 |
Publisher: | Murdoch University. Audience Research Labs |
Publishers Website: | http://www.beyond30.org/ |
URI: | http://researchrepository.murdoch.edu.au/id/eprint/9141 |
![]() |
Item Control Page |