Advertising in Interactive Television:
How Audiences Interactions with Ads Affect Perceptions of Programs and Brands
- 216 pages
- 8 hours of reading
Exploring the shift from traditional to interactive product placements (iPPL), this dissertation investigates how iPPL can engage consumers actively, contrasting with passive exposure in conventional television. It analyzes the impact of interactivity on audience consumption patterns and advertising effectiveness within an interactive television (ITV) context. By predicting which products, programs, and audiences will benefit from iPPL, the study aims to enhance advertising strategies as ITV technology becomes more prevalent.
