Work

Limited-Interruption Advertising In Digital-Video Content

Year: 2016

Type: article

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.

Source: Journal of Advertising Research

DOI: 10.2501/jar-2016-001

Authors: Jean Brechman, Steven Bellman, Jennifer A. Robinson, Amy Rask, Duane Varan

Institutions: The College of New Jersey, University of South Australia, RMIT University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2298048664

FWCI: 3.459

Cites: 42

Cited by: 31

Related to: 10