Models for Interactive Advertising

Leuven.
The final speaker in this session at EuroITV 2009 is George Lekakos, whose interest is in interactive television advertising. What opportunities for new developments exist here? In the first place, any new models need to increase advertising effectiveness factors - and for interactive advertising, there are also a number of normally less important factors (for groups watching TV together, interactive ads may be less effective as only one group member holds the remote and can control the interactive content.

Presentation models are also important - from impulsive response ('press the red button') to advertising microsites that pop up on screen in addition to the continuing programme (which is sized down), to miniDAL (a small dedicated advertiser location, delivered for example as an overlapping picture in picture) or full-blown DALs delivered as exclusive channels. There is no sufficient research on advertising effectiveness for these models, and a focus mainly on the screen splitting approach so far.

George's study compared the effectiveness of microsites and miniDALs. MiniDALs generated more positive attitudes towards the product, and increased perceived quality; other than that, there was no significant difference for most effectiveness measures. However, MiniDALs (which obscure part of the running programme) generated more annoyance as viewers were missing some of what they wanted to watch. There are also a number of other factors which still need to be considered, though.

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