Evaluating program-embedded advertisement format in interactive digital TV

Abstract

In this paper we examine the effectiveness of a new format of interactive advertising with respect to the user's interest and preference for a product while watching a TV program of relative importance. More specifically, our objective was to test a new ad format for interactive digital television in comparison to an established one and examine how the differences in the program flow and in the degree of user's attendance would affect his preferences and satisfaction. The design of ads was based on Adobe Director and a usability evaluation was conducted, before the production of the ad prototypes for the research of their effectiveness. Empirical findings suggest that the new ad format (Selectable Item Ad - SIA) is highly effective for people's interest and participation. Our research provides insight for advertisers and producers, because it establishes that the design of a suitable ad depends significantly on the ad's objectives, on the separate interest for the product and on the relative importance of the TV program for the viewer.