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The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses

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  • Cauberghe, Verolien
  • De Pelsmacker, Patrick

Abstract

This experimental study examines two aspects that influence the effectiveness of a telescopic ad (dedicated advertising location, or DAL) on interactive digital television: the amount of information and the level of interactivity. Two hundred eighty-two respondents were allowed to interact with the DAL as long as they wanted. The results demonstrate that both the amount of information and the level of interactivity have a positive influence on time spent in the DAL. Furthermore, a higher level of interactivity has a positive effect on time spent in the DAL, brand recall, and attitude toward the brand when the amount of information is low but not when the amount of information is high. The amount of information in and of itself has no effect on brand recall and attitude toward the brand.

Suggested Citation

  • Cauberghe, Verolien & De Pelsmacker, Patrick, 2010. "The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 297-308.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:4:p:297-308
    DOI: 10.1016/j.intmar.2010.07.003
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    2. Kristen Giombi & Catherine Viator & Juliana Hoover & Janice Tzeng & Helen W Sullivan & Amie C O’Donoghue & Brian G Southwell & Leila C Kahwati, 2022. "The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-18, February.
    3. Bellman, Steven & Potter, Robert F. & Treleaven-Hassard, Shiree & Robinson, Jennifer A. & Varan, Duane, 2011. "The Effectiveness of Branded Mobile Phone Apps," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 191-200.

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