RQ4: How do viewers decide whether to click, and whether to continue clicking?

RQ4: How do viewers decide whether to click, and whether to continue clicking?

Maloy, Mcmillan, Mitchell

Answer via comment with citations.


At 17 September, 2007 11:08, Anonymous Anonymous said...

It has been the custom for television viewers in the past to become easily irritated with irrelevant advertising from a variety of vendors. It was stated that 30% of viewers change the channel during advertising breaks. However, with new technologies like the TiVo, viewers are able to fast-foward and skip commercials and other advertising content. Traditionally, ads were generated in a broadcast stream, presenting the same commercials to all of the viewers at once. The proposed new technology records and stores ads relevant to the viewer's characteristics and preferences and inserts them with certain levels of interactivity.

Chorianopoulos, Konstantinos. “A Remedy for Television Advertising in the Age of TiVo.” January 2003. Accessed 17 September 2007. http://uitv.info/articles/2003/01chorianopoulos

At 17 September, 2007 17:47, Anonymous Anonymous said...

“Users may click through to interactive ads inserted in related television programs more often than they do on standard web banner ads according to results from a study by interactive television player WorldGate Communications Inc. and two partners.”
It seems that there are several reasons that someone would click on an interactive add or use interactive TV. It might be “curiosity, boredom”
“Research by Wink...found that 19.5% of users chose to respond to linked interactive content provided by the service.”

Electronic Advertising & Marketplace Report. page 6. 1999. Simba Information Inc. Stanford, CT.

At 22 September, 2007 10:57, Blogger Dr. K said...

As I mentioned in class, I am suspicious of Wink's numbers. 20% clicking on one of their "extra information" destination screens sounds closer to a novelty effect than reality. One of the challenges for academics has been the unwillingness of industry players to share their data with the academic community. If I had that data set, I might be singing a different tune.


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