Interactive Advertising Research Articles

Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis

Along with the development and promotion of Internet technology, new media are increasingly diversified, enriching and changing our lives. This paper focuses on outdoor interactive advertising as a communication method, analyzing its creative features and applications. Unlike traditional advertising, where audiences receive passively, new media interactive advertising establishes a more direct communication method for consumers and products, creating different sensory stimulation and emotional experience environments according to the characteristics of products and conducting a series of interactions with consumers’ sensory systems such as vision, hearing, smell, taste, and touch. The advertising method has also changed from passive reception to active participation. Finally, combining the characteristics of accurate delivery and the diversity of presentation forms of interactive advertising under the big data platform, the theme conception and form design of interactive advertising is proposed. The interactive design principles of highlighting the simplicity of the theme are explored. The interactive design principle of highlighting the simplicity of the theme is proposed, and the combination of color, text, and graphics is explored by the aesthetic visual design of the audience and the premise of focusing on the audience’s feelings. Starting from the visual effect of outdoor interactive advertising, the change in the way advertising is conveyed is interpreting to us the arrival of a new communication concept, the arrival of the Internet-centered and technology-centered data integration era. The research in this paper aims to provide useful support for the diversified development of outdoor interactive advertising in the new media environment by exploring how to skillfully realize the creative expression of outdoor interactive advertising in the new media environment.

In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes

Carousel advertisements (ads) on social media provide consumers with the opportunity to scroll left and right when reading an ad’s content. Such an interactive advertising format has great potential to elevate consumers’ interactive and engagement experience with ads, which might be further linked with increased advertising effectiveness. The present study sets out to explore the efficacy of carousel advertising for communicating public health issues by considering both media-specific (i.e., noncarousel versus carousel) and message-specific (i.e., statistics versus narrative) characteristics. Through two experiments, we found reading carousel ads increased participants’ control perception, which was positively associated with their message engagement and then favorable ad-related outcomes. Yet, contrary to predictions, the narrative-based carousel ad was found to be no more interactive or engaging than the statistics-based one in affecting perceptual and attitudinal outcomes. We discuss the theoretical and practical implications of these findings for interactive advertising research.

Interactive Advertising on HbbTV: An Experimental Analysis of Emotions

Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental methodology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.

Promoting Character Through Partnership Marketing and Interactive Advertising

Creating a new character as an intellectual property right is just the beginning of a long journey. The next step would be introducing the character to a broader audience. A startup company would not have the budget to produce a full feature film or finance a massive marketing campaign to introduce the character to a much broader audience. This research tries to implement partnership marketing theory to lessen the financial burden of marketing a new character. The idea is finding a partner who have the same target audience then collaborate to create a proper marketing campaign which all partners must profit from. One of the most recent trend in advertising is interactive advertising which create strong engagement with its audience and possible social media engagements. This research shall create the platform for partnership marketing through product placement on an Interactive Advertising to promote Keluarga Ramadhan (Ramadhan Family) character to a broader audience.

Transforming the Fan Experience through Livestreaming: A Conceptual Model

The purpose of this case study research was to explore how Queensland Rugby League (QRL) used a Facebook brand page, for the Queensland Maroons, and incorporated livestreaming throughout the 2017–2018 State of Origin seasons. Specifically, this study sought to understand managerial perspectives regarding interactive advertising within digital sports marketing strategy encompassing livestreaming and the extent to which it may impact fan engagement. This research utilized a multimethod case study approach involving a content analysis of Facebook, complemented by two semistructured interviews with the organization’s digital staff. The findings revealed livestreaming can be an engaging proposition when it provides exclusive content that allows fans to experience authentic insights into the rituals and traditions of their favorite sports team and athletes in real time. Furthermore, three unique management livestreaming experiences were identified: planning, organization, and delivery (POD). As a response, a conceptual POD model has been created that reevaluates the opportunities for fan engagement adapted from previous research findings (Haimson and Tang 2017; Naraine and Karg 2019). This model is important for sports organizations when considering livestreaming, as there may be unique opportunities to focus on interactive advertising and, thus, to develop awareness and the fan-to-fan and fan-to-athlete/sports organization/team relationship.

“Anything That Can Be Traded, Will Be Traded”: The Contests to Automate and Financialize Advertising Futures Markets

This article explores potential advertising futures markets that may emerge from current trends of automation and financialization in digital advertising. Managing price and availability is important to advertisers for securing prices and premium inventory and to publishers for safeguarding long-term revenue. The article compares US network television’s annual upfront events with adtech company the New York Interactive Advertising Exchange (NYIAX). This article contributes two primary observations. First, that buying and selling forward advertising inventory is an important, and understudied, part of advertising markets. Second, the design of infrastructures that enable adverting futures markets are social and contested. The formation and framing of forward media markets has consequences for the advertising industry at a time of critical juncture and for broader media that rely on advertising revenue.

Cognitive Perception of Native Advertising in the Spanish and Portuguese Digital Press

The digital press has evolved from static or interactive banner advertisements to integrating advertising into news and editorial content. This has stimulated an increase in press income in Spain and Portugal, with a simultaneous and progressive decline in conventional advertising revenues. In-feed native advertisements promoting branded content campaigns have become important drivers of awareness. However, content recommendation advertisements posing as news often produce sensationalist headlines, which rarely correspond to the actual content of the article. This neuromarketing study aims to determine the attention generated and the intensity of emotions produced by both types of content. The study is utilizes eye-tracking techniques and galvanic skin response analysis (GSR) on a sample of 60 subjects to compare the perceptions of young Spanish and Portuguese readers. Additionally, the stimuli used were taken from the digital editions of El País and El Mundo (Spain), as well as Correio da Manhã and Diário de Notícias (Portugal). The results suggest that in-feed native advertising captures greater attention among the youth than content recommendation advertisements, even though the intensity of emotions is more likely related to the content than to the format of content presentation.

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

BackgroundGambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon.MethodsA rapid review was undertaken of the empirical research (2015–2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising.ResultsTwenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising.ConclusionsOverall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349].

Optimalisasi Penggunaan Bahasa Iklan Interaktif dalam Pembuatan Iklan Online Produk Unggulan di Kelurahan Semarapura Kaja

Klungkung Regency is not only famous for producing songket and endek fabrics, but there are still many other Micro, Small, Medium Enterprises (MSMEs) that have been born and developed there. Semarapura Kaja Village is one of the MSME centers which certainly has a lot of potential that must be supported and developed so that it can become bigger and more independent. However, not all of these MSMEs have adequate capital, strategies, and support to be able to develop rapidly so that synergy and collaboration with the government and other parties are needed to overcome these problems. One solution that can be offered is to carry out promotional activities with interactive advertising language to attract consumer interest through online media in the hope of expanding market share and of course increasing income for MSME in Semarapura Kaja Village. This Community Partnership Program (PKM) educates and assists MSME to create good promotion and marketing strategies, either through print or online media. Assistance in optimizing the use of interactive advertising language in making online advertisements for superior products in Semarapura Kaja Village is targeting MSME who sell Balinese traditional clothing as one of the characteristics of Klungkung Regency which is the center of MSME traditional clothing. In its implementation, it was found that people are still very ignorant not only about advertising language but also with how to create, manage, and develop social media for promotion because there are still social media such as: Instagram and Facebook that are not effective and even not active in uploading content so that the form of implementation of assistance is direct and not in groups to maximize the results. MSMEs that are partners in the Community Partnership Program (PKM) are Dex's Pong and Tri Arta Collection. MSME have been assisted to socialize the importance of professionally managed social media with interactive advertising language, how to create attractive visual content for potential customers, to the importance of publication in print or online media. It is hoped that MSME will be able to consciously and independently promote their products in the future through the media consistently and continuously.

Optimalisasi Penggunaan Bahasa Iklan Interaktif dalam Pembuatan Iklan Online Produk Unggulan di Kelurahan Semarapura Kaja

Klungkung Regency is not only famous for producing songket and endek fabrics, but there are still many other Micro, Small, Medium Enterprises (MSMEs) that have been born and developed there. Semarapura Kaja Village is one of the MSME centers which certainly has a lot of potential that must be supported and developed so that it can become bigger and more independent. However, not all of these MSMEs have adequate capital, strategies, and support to be able to develop rapidly so that synergy and collaboration with the government and other parties are needed to overcome these problems. One solution that can be offered is to carry out promotional activities with interactive advertising language to attract consumer interest through online media in the hope of expanding market share and of course increasing income for MSME in Semarapura Kaja Village. This Community Partnership Program (PKM) educates and assists MSME to create good promotion and marketing strategies, either through print or online media. Assistance in optimizing the use of interactive advertising language in making online advertisements for superior products in Semarapura Kaja Village is targeting MSME who sell Balinese traditional clothing as one of the characteristics of Klungkung Regency which is the center of MSME traditional clothing. In its implementation, it was found that people are still very ignorant not only about advertising language but also with how to create, manage, and develop social media for promotion because there are still social media such as: Instagram and Facebook that are not effective and even not active in uploading content so that the form of implementation of assistance is direct and not in groups to maximize the results. MSMEs that are partners in the Community Partnership Program (PKM) are Dex's Pong and Tri Arta Collection. MSME have been assisted to socialize the importance of professionally managed social media with interactive advertising language, how to create attractive visual content for potential customers, to the importance of publication in print or online media. It is hoped that MSME will be able to consciously and independently promote their products in the future through the media consistently and continuously.

모바일 광고의 인터렉티브 형식의 효용성에 관한 연구

현대 사회에서 소비자들의 의사전달기능의 최고의 매체로 자리매김을 하고 있는 모바일 디바이스에서의 인터렉티브한 커뮤니케이션 매체로 두각을 보여주고 있는 SNS콘텐츠인 페이스북, 인스타그램, 유튜브의 특성과 나름의 그 기능을 찾아보고자 하였다. 이들 플랫폼은 가장 보편적인 이용자 현황을 보여주고 있으며 소셜 미디어 시장에서 영상미디어의 가치와 같은 생각과 행동을 보여주고 있는 이용자 간의 커뮤니케이션 플랫폼으로 IT기술의 발달과 스마트폰의 대중화, 그 기술적 발달로 인해 콘텐츠의 제작과 이용환경의 변화에 따라 전달자와 수용자간의 최고의 커뮤니케이션 매체로 자리를 잡고 있는 것이다. 전달자인 마케터의 입장에서 보면 광고메시지의 제작단가의 저렴화와 이를 수용한 수용자들의 적극적인 반응에 의한 제품과 서비스에 대한 소비자 반응의 수집과 1인 미디어 시대의 자기과시형 소비자들의 적극적 움직임에 따른 공유 활동을 통한 자발적 마케터로의 변화유도가능성에 의해 저비용과 고효율의 광고활동이 가능한 매체로 이용하고 있는 것이다. 수용자 또한 마케터에게 광고메시지에 대한 자신의 생각을 적극적으로 어필함으로서 새로운 소비, 합리적인 소비를 할 수 있는 정보를 획득할 수 있는 기회를 제공하고 있는 것이 바로 SNS플랫폼인 것이다. 향후 마케터들은 이를 SNS플랫폼을 이용한 적극적인 움직임을 통해 우호적인 생각을 가진 소비자 군을 세분화함으로서 타겟들과의 인터렉티브 커뮤니케이션을 진행할 수 있어 광고비용 절감과 광고효과 측정에 효율적인 진행을 할 수 있는 적극적 사고를 가진 매체로 이용할 수 있는 가능성에 대하여 알아보고자 한다.

Innovative technologies in merchandising

The article summarizes and systematizes modern high-tech digital tools that allow modeling the behavior of a modern consumer and ensuring the efficiency of the functioning of trade enterprises by increasing sales. It has been established that merchandising has an impressive arsenal of high-tech tools, which include: projection showcase, interactive showcase, virtual shelf, 3D showcase, Aislelabs and Prism Skylabs devices, mobile applications, Fetch Robotics and Lowe's robots, ERP system, Amazon Prime Air system, etc. A projection showcase is a showcase glass (screen) covered with a special film (opaque, translucent or completely transparent) of rear projection. A projector is installed behind the screen, which transmits an image to the screen, which is clearly visible from the outside. An interactive showcase (interactive wall, touch showcase) is a video screen that interacts with a person; most often, they use multitouch technology (touch showcases) and contactless sensor technology (Kinect showcases). A virtual shelf is an LCD panel or video wall, with a Kinect system attached to the back, which “reads” human movements and allows you to control the system from a distance. The 3D showcase is an electronic counter with technology that allows 3D images to be literally projected in the air, combined with motion sensors. The motion sensor allows the showcase to react to the trajectory of passers-by, that is, the showcase is static as long as no one walks past it, and as soon as the sensors detect the movement of a person in the reach, the showcase comes to life, the colors, lighting, picture change. Digital technologies in retail are a new interactive advertising tool for attracting and retaining customer attention. Due to the effect of surprise inherent in all interactive solutions in advertising, virtual showcases (interactive walls) attract attention, keep the visitor for a long time, stimulate to make a purchase or receive information.

“Role” of the Dice: An Exploratory Analysis of Gamer Perceptions and Interpretations of Loot Box Advertising

Loot boxes in video games are increasingly becoming focal points in problematic gaming studies; however, few studies have addressed the potential impact on consumers of digital advertising for such loot items. As gaming companies evolve the way in which they promote loot boxes, gamers’ sensemaking of loot box promotions must also evolve. This study explores gamer interpretations of promotional messaging among male gamers pertaining to loot boxes within a popular video game (FIFA 19). Findings have significant implications for gaming and persuasion theories. Specifically, we propose a new direction in interactive advertising research grounded in the gamers’ in-game role perception.

On image expression in interactive advertising under the integration of three networks

In order to improve the communication effect of interactive advertising, this paper puts forward the analysis of image expression in interactive advertising under the integration of three networks. This paper analyzes the characteristics of information dissemination and interactive advertising under the mode of three networks integration, and discusses the requirements of image expression in interactive advertising in meeting the audience's curiosity, interest and entertainment experience needs and stimulating the audience's experience and memory.

Comunicación de boca en boca como factor de influencia interpersonal del consumidor:

Los avances tecnológicos en la comunicación han permitido que los consumidores compartan experiencias de productos o servicios que han adquirido en las plataformas virtuales, permitiendo la influencia de compra a través de una comunicación interpersonal. El objetivo del estudio es determinar el tipo de influencia que ejerce el modelo publicidad interactiva en la comunicación boca a boca. El diseño metodológico partió de una revisión sistemática y meta-análisis, tuvo un enfoque cualitativo de corte histórico-hermenéutico, pues se concretó, caracterizó, escrutó y constituyó de la comunicación de boca en boca como factor de influencia interpersonal del consumidor. El método estadístico utilizado fue Prueba de heterogeneidad de Dersimonian y Laird´. El principal resultado es la heterogeneidad que se presenta en las dimensiones del modelo. Se concluye que la influencia de IAM en la comunicación boca a boca es positiva, pues la información compartida de un producto o servicio se ve reflejado en la respuesta del consumidor

ФОРМУВАННЯ СОЦІОТИПУ ТА ЙОГО ЕКОНОМІЧНОЇ КУЛЬТУРИ СПОЖИВАЧА: НЕЙРОЕКОНОМІЧНИЙ АСПЕКТ

У роботі детально розглянуто одну з особливостей центральної нервової системи людини – мережу пасивного режиму роботи мозку та її вплив на формування соціотипу споживача і його культури споживання результатів економічної діяльності суспільства. Констатовано, що економічна культура споживача – це базис для формування та апробації поведінкових патернів і реакцій, що виникають як наслідок інформаційного метаболізму в процесі сприйняття інформації про оточуючі товари, роботи чи послуги. Визначено, що людина, яка від самого раннього дитинства займалася активним саморозвитком власної дефолтної нейронної мережі, досягаючи дорослого віку, має більш чітке та гнучке мислення, так званий «прогресуючий» підтип особистості. В іншому разі формується зовсім новий, протилежний попередньому підтип особистості – «регресуючий». Виявлено, що для «прогресуючого» підтипу особистості характерно формування таких рис економічної культури споживання, як вибірковість, упередженість, критичне ставлення як до товару, так і до маркетингових ходів, самодостатність до власних потреб. Для представників другого («регресивного») підтипу особистості характерні прискіпливість, вимогливість до інтерактивної подачі інформації про товари і послуги, кліповість мислення, імпульсивність. Визнано, що найкращим управлінським рішенням для «прогресивних» споживачів є використання методу, який запропоновано назвати «шведський стіл тут і зараз». Окреслено, що одним із способів вирішення проблеми «регресуючого» типу споживача є спільна кооперація з органами влади з питань, що стосуються управління продажами, як це відбувається за традиційною японською концепцією маркетингу. Представникам органів влади варто підтримати менеджерів із продажу та маркетологів створенням законодавчих актів, що регулюють, наприклад, питання стосовно професії відеоблогерів як потенційних партнерів маркетологів. Окрім того, за результатами дослідження пропонується розглянути більш детально шляхи вирішення за стандартним підходом і за вдосконаленою авторською методикою по кожній з особливостей економічної культури споживання для обох типів класу.

Influence of incentive frames on offline-to-online interaction of outdoor advertising

This research explores how incentive frames influence offline-to-online interaction in outdoor advertising, via a field study. We focus on three factors of incentive framing: call to action, definiteness, and incentive forms in order to identify the most effective ways to design incentives for outdoor interactive advertisements. In this study, the offline-to-online interaction process for outdoor advertisements is divided into three steps: QR code scanning, clicking, and registration. The findings demonstrate that call to action influences all three steps of offline-to-online interaction, and positive framing of the call to action stimulates increased interactions. In regard to definiteness, indefinite forms of incentive in the offline advertisements elicit a higher rate of QR code scanning and clicking compared with definite incentive forms. The interactive effect of definiteness and incentive forms is significant: when the incentive offered in outdoor advertising is indefinite, discounts have a stronger effect than gifts; in contrast, when the incentive is definite, the opposite occurs. On the basis of these findings, three managerial insights are proposed: (1) selection of positive framing for call to action; (2) the use of indefinite incentives in offline advertisement to trigger the audience's curiosity; (3) the application of appropriate forms of incentive according to specific scenarios.

The effect of imagery and product involvement in copy testing scores of animatics and finished ads: a schemata approach

ABSTRACT Although animatics – animated storyboards with voiceovers – and finished ads are often used in copy testing, little research has examined the psychological processes underlying participants’ evaluations of these pretest forms. Based on schema theory we contend that individuals’ imagery and product involvement affect their pretest scores. An experimental study using a consumer panel demonstrates that inducing imagery – by instructing participants that the pretest ad is a draft – increases pretest scores. This imagery effect, however, depends on participants’ level of product involvement. Low-involvement participants, who lack a schema around the product, are more susceptible to imagery effects when evaluating animatics; high-involvement participants, who have a schema around the product, are more susceptible to imagery effects when evaluating a finished ad. Furthermore, a moderated mediation test supports a categorization tension process by showing that the conditional effects of imagery on pretest scores were fully explained by ad credibility. These findings have implications for advertising copy testing and animation-based interactive advertising.

The Effect of Art Infusion Interactive Advertising on Smart Signage

The Effect of Art Infusion Interactive Advertising on Smart Signage