TY - JOUR T1 - Limited-Interruption Advertising In Digital-Video Content JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2016-001 SP - JAR-2016-001 AU - Jean Brechman AU - Steven Bellman AU - Jennifer A. Robinson AU - Amy Rask AU - Duane Varan Y1 - 2016/02/12 UR - http://www.journalofadvertisingresearch.com/content/early/2016/02/10/JAR-2016-001.abstract N2 - 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. ER -