'Limited interruption' key for online ads

NEW YORK: Brands running ads in long-form online content may secure better results by using "limited-interruption" models rather than replicating the "cluttered" approach typically favoured on TV, according to a new study. In the fall issue of the Journal of Advertising Research (JAR), a group of authors whose analog presence stretches from New Jersey to Texas to South Australia study the placement of streaming messages in online content from various broadcast and cable networks, using a test sample of 139 viewers.

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NEW YORK: Brands running ads in long-form online content may secure better results by using "limited-interruption" models rather than replicating the "cluttered" approach typically favoured on TV, according to a new study.

In the fall issue of the Journal of Advertising Research (JAR), a group of authors whose analog presence stretches from New Jersey to Texas to South Australia study the placement of streaming messages in online content from various broadcast and cable networks, using a test sample of 139 viewers.

More specifically, the paper entitled "Limited-Interruption Advertising in Digital-Video Content: An Analysis Compares the Effects of 'Mid-roll' versus 'Pre-roll' Spots and Clutter Advertising" analysed a variety of online ad-placement models in a selection of shows from the four major broadcast networks, plus content from Discovery and Turner.