Галерея 3325122

Галерея 3325122

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Augmented Fast-Forwarding: Can we Improve Advertising Impact by Enriching Fast-forwarded Commercials?
Published: 04 June 2019 Publication History
TVX '19: Proceedings of the 2019 ACM International Conference on Interactive Experiences for TV and Online Video
Qualifiers Work in Progress Research Refereed limited
Salford (Manchester), United Kingdom
Overall Acceptance Rate 69 of 245 submissions, 28%
A. Work. (2018) As Television Gets More Digital, TV Advertising Needs To Follow Suit Forbes. Google Scholar R. Molla, "Millennials mostly watch TV after it's aired," Recode, 9/9/2017, Google Scholar J. Plunkett, "TV advertising skipped by 86% of viewers " in The Guardian, ed, 2010. Google Scholar S. Bellman, A. Schweda, and D. Varan, "The Residual Impact of Avoided Television Advertising," Journal of Advertising, vol. 39, no. 1, pp. 67-82, 2010/04/01 2010. Google Scholar Cross Ref R. Rouwenhorst and L. Zhao, "Zipped Commercials, Zapped Memory? Not Necessarily," Business and Management Research, vol. 6, no. 3, p. 85, 2017. Google Scholar Cross Ref P. A. Stout and B. L. Burda, "Zipped Commercials: Are They Effective?," Journal of Advertising, vol. 18, no. 4, pp. 23-32, 1989/12/01 1989. Google Scholar Cross Ref C. R. Taylor, "On the new era of zipping and zapping: the need for research on how advertisers deal with an Era of time-shifted television program viewing on a variety of devices," International Journal of Advertising, vol. 34, no. 3, pp. 403-405, 2015/05/27 2015. Google Scholar Cross Ref J. Jaffe, Life after the 30-second spot: Energize your brand with a bold mix of alternatives to traditional advertising. John Wiley & Sons, 2005. Google Scholar A. Brasel and J. Gips, "Breaking Through Fast-Forwarding: Brand Information and Visual Attention," Journal of Marketing, vol. 72, no. 6, pp. 31-48, 2008. Google Scholar Cross Ref C. Siefert, J. Gallent, D. Jacobs, B. Levine, H. Stipp, and C. Marci, "Biometric and eye-tracking insights into the efficiency of information processing of television advertising during fast-forward viewing," International Journal of Advertising, vol. 27, no. 3, pp. 425-446, 2008/01/01 2008. Google Scholar Cross Ref K. C. Wilbur, "How the digital video recorder (DVR) changes traditional television advertising," Journal of Advertising, vol. 37, no. 1, pp. 143-149, 2008. Google Scholar Cross Ref S. Bellman, J. R. Rossiter, A. Schweda, and D. Varan, "How coviewing reduces the effectiveness of TV advertising," Journal of Marketing Communications, vol. 18, no. 5, pp. 363-378, 2012/12/01 2012. Google Scholar Cross Ref H. Li, S. M. Edwards, and J.-H. Lee, "Measuring the Intrusiveness of Advertisements: Scale Development and Validation," Journal of Advertising, vol. 31, no. 2, pp. 37-47, 2002/06/01 2002. Google Scholar Cross Ref S. M. Edwards, H. Li, and J.-H. Lee, "Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads," Journal of Advertising, vol. 31, no. 3, pp. 83-95, 2002/10/01 2002. Google Scholar Cross Ref V. Cauberghe, M. Geuens, and P. De Pelsmacker, "Context effects of TV programme-induced interactivity and telepresence on advertising responses," International Journal of Advertising, vol. 30, no. 4, pp. 641-663, 2011. Google Scholar Cross Ref M. Mathur and A. Chattopadhyay, "The impact of moods generated by television programs on responses to advertising," Psychology & Marketing, vol. 8, no. 1, pp. 59-77, 1991. Google Scholar Cross Ref K. R. Lord and R. E. Burnkrant, "Attention versus Distraction: The Interactive Effect of Program Involvement and Attentional Devices on Commercial Processing," Journal of Advertising, vol. 22, no. 1, pp. 47-60, 1993/03/01 1993. Google Scholar Cross Ref
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The trend of time-shifted viewing worries television networks and advertisers, as time-shifting viewers often fast-forward through commercials, resulting in lower advertising impact. The present research tests an alternative solution to this problem by augmenting fast-forwarded commercials with brand logos placed in the center of the screen. We tested the potential of augmented fast-forwarding in an experiment in which participants watched a television show interrupted by a commercial break using three experimental conditions: commercials played at regular speed, at fast-forwarded speed, or at fast-forwarded speed but enriched with logos. Advertising impact was measured during the commercial break (using eye-tracking glasses), right after the TV show (brand recognition), and the day after the TV show (day after brand recognition). Interestingly, the results showed that augmented fast-forwarding performed equally well as regular-speed viewing on two out of three advertising impact measures.
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PRODIGY HEALTHCARE INC. in Fowler, CA | Company Info & Reviews Company Information Sponsored Links Company Contacts JAGDIP DHANDA Chief Executive Officer 311 E. Merced St. Fowler, CA 93625 JAGDIP DHANDA Chief Financial Officer 311 E. Merced St. Fowler, CA 93625 JAGDIP DHANDA Director 311 E. Merced St. Fowler, CA 93625 JAGDIP DHANDA Secretary
KG TRADES is a Pennsylvania Domestic Fictitious Names filed on August 5, 2005. The company's filing status is listed as Active and its File Number is 3325122 . The company's principal address is 5731 Koeffler Dr, Pittsburgh, Allegheny 15236. The company has 1 contact on record. The contact is Wallace Kip Guenther.
A. Work. (2018) As Television Gets More Digital, TV Advertising Needs To Follow Suit Forbes. Google Scholar; R. Molla, "Millennials mostly watch TV after it's aired," Recode, 9/9/2017, Google Scholar J. Plunkett, "TV advertising skipped by 86% of viewers " in The Guardian, ed, 2010.
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Две приятные бляди ублажают мужчину и кайфуют сами

Галерея 3325122

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