Addressable TV Advertising Enhances Advertising Effectiveness

As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking tailor content best match the interests of viewers. Addressable an interactive form that combines online data personalization with aim addressing individual viewers and improving outcomes. This study investigated whether audience engagement (indexed by self-report liking, attention, memory for advertisement) was affected addressability screen size on which viewed. Using a limited capacity model information processing elaboration likelihood as its theoretical bases well physiological measure we found people both prefer remember addressable advertisements than those are not relevant them. In addition, viewing large screens improved attention retention relative smaller screens.