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A Comparison of Three Interactive Television AD Formats [PDF]

open access: yesJournal of Interactive Advertising, 2009
This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase ...
Steven Bellman, Duane Varan
exaly   +2 more sources
Some of the next articles are maybe not open access.

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Health Promotion International, 2023
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ACM Transactions on Multimedia Computing, Communications and Applications, 2012
Dan Olsen
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