Opportunities for interactive TV advertising development: design and incentive types in DAL formats

Abstract

Interactive possibilities in television facilitate the emergence of advertising formats that have not been explored yet. However, it is important to rethink the existing formats before implementing this type of advertising in our market. Innovations over these formats are needed in order to obtain a real advance in advertising, both in relation to television medium itself and in relation to other media. This work contributes to a better understanding of user responses in terms of design and types of incentives offered in such applications. To do this, an experimental study was designed in which 111 subjects interacted with a Dedicated Advertiser Location (DAL) or a Mini-DAL, two major formats on the market, and assessed the process of interaction and the possibility to request further product information or a free sample through the application. The results show that the experience of interacting with an application of this type is generally positive and therefore its presence in the market could be well received. On the other hand, the possibility of requesting further information is perceived significantly more useful and reliable compared to requesting a free sample. Finally, the possibilities that the advertising market should explore in the new digital interactive television are discussed considering the evolution of the current media landscape.