Addressable TV Advertising Enhances Advertising Effectiveness
As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-de...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2023-07-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.zurnalai.vu.lt/omee/article/view/29917 |
| _version_ | 1797781703391969280 |
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| author | Sofia Gumilevskaya Joseph Devlin Daniel Richardson Habiba Diab Zutao Liu Phoebe Casey-Miller |
| author_facet | Sofia Gumilevskaya Joseph Devlin Daniel Richardson Habiba Diab Zutao Liu Phoebe Casey-Miller |
| author_sort | Sofia Gumilevskaya |
| collection | DOAJ |
| description |
As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-demand TV content with the aim of addressing individual viewers and improving advertising outcomes. This study investigated whether audience engagement with advertising (indexed by self-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on which the content was viewed. Using a limited capacity model of information processing and the elaboration likelihood model as its theoretical bases as well as a physiological measure of attention, we found that people both prefer and remember addressable advertisements more than those that are not relevant to them. In addition, viewing advertisements on large screens improved attention and retention for the content relative to smaller screens.
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| first_indexed | 2024-03-13T00:00:48Z |
| format | Article |
| id | doaj.art-4d840d36a58b47c781646773f884cff8 |
| institution | Directory Open Access Journal |
| issn | 2029-4581 2345-0037 |
| language | English |
| last_indexed | 2024-03-13T00:00:48Z |
| publishDate | 2023-07-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj.art-4d840d36a58b47c781646773f884cff82023-07-13T09:48:25ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372023-07-01142(28)10.15388/omee.2023.14.98Addressable TV Advertising Enhances Advertising EffectivenessSofia Gumilevskaya0Joseph Devlin1Daniel Richardson2Habiba Diab3Zutao Liu4Phoebe Casey-Miller5Experimental Psychology Department, University College LondonExperimental Psychology Department, University College LondonExperimental Psychology Department, University College LondonExperimental Psychology Department, University College LondonExperimental Psychology Department, University College LondonDRG Global, Hexham As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-demand TV content with the aim of addressing individual viewers and improving advertising outcomes. This study investigated whether audience engagement with advertising (indexed by self-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on which the content was viewed. Using a limited capacity model of information processing and the elaboration likelihood model as its theoretical bases as well as a physiological measure of attention, we found that people both prefer and remember addressable advertisements more than those that are not relevant to them. In addition, viewing advertisements on large screens improved attention and retention for the content relative to smaller screens. https://www.zurnalai.vu.lt/omee/article/view/29917memoryattentionengagementmouse trackingheart rateaddressable advertising |
| spellingShingle | Sofia Gumilevskaya Joseph Devlin Daniel Richardson Habiba Diab Zutao Liu Phoebe Casey-Miller Addressable TV Advertising Enhances Advertising Effectiveness Organizations and Markets in Emerging Economies memory attention engagement mouse tracking heart rate addressable advertising |
| title | Addressable TV Advertising Enhances Advertising Effectiveness |
| title_full | Addressable TV Advertising Enhances Advertising Effectiveness |
| title_fullStr | Addressable TV Advertising Enhances Advertising Effectiveness |
| title_full_unstemmed | Addressable TV Advertising Enhances Advertising Effectiveness |
| title_short | Addressable TV Advertising Enhances Advertising Effectiveness |
| title_sort | addressable tv advertising enhances advertising effectiveness |
| topic | memory attention engagement mouse tracking heart rate addressable advertising |
| url | https://www.zurnalai.vu.lt/omee/article/view/29917 |
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