Interactive branded overlays

This study presents the results of a laboratory experiment that considers the implications of adding interactivity to branded in-program overlays, essentially creating a new model of advertising. The results demonstrate the viability of this new model. Interactive branded overlays generate a substantial amount of interactive response and have no adverse effects on the program's viewing experience. However, because program interactivity distracts viewers from their primary goal, processing program content, interactive overlays are perceived as intrusive, and the response rate to in-program triggers is lower than that for interactive ads within the ad break. We show that by carefully combining in-program interactive banners with program-related trivia banners, perceived intrusiveness, and negative spillover effects on the viewing experience can be minimized. Program interactivity was perceived as less intrusive, and was therefore more effective, in the context of a program featuring high- rather than low-prominence product placement. Implications and future research directions are discussed

Limited-Interruption advertising in Digital-Video content: An analysis compares the effects of "Midroll" versus "Preroll" spots and clutter advertising

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 a video 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 positive and negative effects of repeated limited interruption

The power and possibility of narrative research: Challenges and opportunities

From the very conception of this book project, we have been concerned about the confusion that can arise for novice researchers due to the lack of transparen-cy in the various ways narrative methods are theorised and applied. As we have seen in the previous chapters, research that is informed by narrative can take a variety of forms, and may be called any number of things (narrative inquiry, nar-rative studies, narrative research, narrative focus). As Rachael and elke pointed out in Chapter 1 (this volume), this can be viewed both a strength and a weak-ness: as diverse applications of a flexible approach, and/or as inconsistent inter-pretations of theory. There are certainly examples of both, and the difference is not always clear. Our intention in this chapter is to explore the current and future perspectives on working with narrative methods , by drawing on the perspectives of leading scholars in the field. With this in mind, we approached three established scholars of narrative re-search – Michael Bamberg who is currently Professor of Psychology at Clark Uni-versity (United States) and editor of the journal Narrative Inquiry, Maria Tam-boukou who works from the University of East London and heads up the Narra-tive Research Centre there and Debbie Pushor who is based at the University of Saskatchewan (Canada) and previously worked with Jean Clandinin. The inter-viewees were chosen to, we hoped, represent a diverse range of perspectives re-garding the history, practice and future direction of the narrative method