Abstract
The development of information and communication technologies has helped a television become a networked and digitized media device. Simultaneously, televiewers have changed from passive to interactive. This research suggests an interactive advertising model that uses a TV program, and investigates a means of encouraging a viewer to be more interactive with the system. The efficiency of system, the level of user satisfaction and the behavior of the user are studied through an experiment, a survey and an interview. The results were analyzed to discern the user reactions to a content-related interactive advertising model on a television. It was found that a difference exists between the preferred interface in terms of user satisfaction and the efficiency of the advertising model. This research provides a number of clues that can improve user experience with interactive advertising using interfaces and related content. By categorizing the ads provided in the experiment, the most popular type of interactive advertising was determined.
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