RT Journal Article
SR Electronic
T1 Limited-Interruption Advertising In Digital-Video Content
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 289
OP 298
DO 10.2501/JAR-2016-001
VO 56
IS 3
A1 Jean Brechman
A1 Steven Bellman
A1 Jennifer A. Robinson
A1 Amy Rask
A1 Duane Varan
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/3/289.abstract
AB 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.