Audience differentiation and advertising strategy on interactive television

Finding the Interactive Television Audience

The term 'convergence' increasingly dominates discussions of our media environment, yet due to the embryonic nature of the newer interactive media platforms it remains hard to predict patterns of use and meaning making among consumers. As the UK moves into the world of digital plenty leaving behind the comfortable world of analogue scarcity, television executives are increasingly looking to int...

Correcting Audience Externalities in Television Advertising

Interactive Television Advertising: A Research Agenda

Digital television and digital video recorders (DVRs) open up new possibilities for interactive television (iTV) advertising. Little is known about whether iTV advertising will be more effective than traditional linear TV advertising and what iTV ad models are more effective than others. This paper summarises the few studies that have been published so far. However, the main contribution of thi...

Measuring Advertising Quality on Television Deriving Meaningful Metrics from Audience Retention Data

December 2009 JOURNAL OF ADVERTISING RESEARCH 419 measure their success through user-response metrics such as click-through rate (CTR), conversion rate (Richardson, Dominowski, and Ragno, 2007), and bounce rate (Sculley, Malkin, Basu, and Bayardo, 2009), Google has been exploring how to use STB measurement to design equivalent measures for TV. Past attempts to provide quality scores for TV ads ...

Audience Intelligence in Online Advertising

This chapter introduces the fundamentals of audience intelligence’s important aspects. The goal is to present what are related to audience intelligence, how online audience intelligence could be done, and some representative methods. In this chapter, the author will first address the fundamentals of the audience intelligence, including the brief introduction of the online ad eco-system, the rel...