Limited-Interruption Advertising In Digital-Video Content

Jean M. Brechman · Steven Bellman · Jennifer A. Robinson · Amy Rask

31 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Digital video is growing rapidly, offering new opportunities and formats for television advertising. one of these new formats is “limited-interruption” advertising, in which each midroll advertising break during avideo features just one commercial. advertisers can pay a premium to repeat the same advertisement in each limited interruption break. this study provides empirical guidance to advertisers by quantifying the positiveand negative effects of repeated limited interruption.

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References

2001The magical number 4 in short-term memory: A reconsideration of mental storage capacity 1992Working Memory 2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 2000The Limited Capacity Model of Mediated Message Processing 1979Effects of message repetition and position on cognitive response, recall, and persuasion.2002Measuring the Intrusiveness of Advertisements: Scale Development and Validation 1966Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design 1993Measurement error masks bipolarity in affect ratings.

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2019The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea

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