Thanks blogger community for solving my mysterious error. I'll hang on to http://itvresearch.blogspot.com which is a better name. Please cite me as © 2009 Dr. Bruce Klopfenstein.
Please participate. Atom formatted XML site feed http://emergingnewmedia.blogspot.com/atom.xml
http://feeds.feedburner.com/DrBruceKlopfensteinsInteractiveTelevisionBlogAndMore
RQ4: How do viewers decide whether to click, and whether to continue clicking?
Maloy, Mcmillan, Mitchell
Answer via comment with citations.
posted by Dr. K @ 10:05 AM
3 comments
I'm a professor of emerging new media in the Grady College of Journalism and Mass Communication at the University of Georgia.
3 Comments:
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
“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.
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.
Post a Comment
<< Home