Pervasive advertising
Author
Hidalgo, Elise
Term
4. term
Publication year
2012
Submitted on
2012-05-31
Pages
91
Abstract
Efterhånden som digitalt tv erstatter analogt tv, vokser interessen for interaktivt tv. Formålet er at give seerne mere kontrol over det indhold, de ser. Dette projekt undersøger, hvordan interaktivitet kan bruges i tv-reklamer for at øge seernes interesse og muligvis føre til flere køb. Fordi interaktivt tv endnu ikke er udbredt, kortlægges seernes forventninger og behov. Projektet ser både på, hvordan forskellige produkttyper i reklamer påvirker interessen, og hvilke former for interaktion mellem seer og tv der opleves som relevante. Det inddrager også, at mange allerede laver andre ting, mens de ser tv, især under reklamepauser, og at de fleste har internetforbundne, bærbare enheder. Derfor undersøges muligheden for at koble en anden skærm til tv’et for at understøtte interaktion mellem seere og tv-stationer eller annoncører.
As digital television replaces analog, interest in interactive TV is growing. The aim is to give viewers more control over what they watch. This thesis explores how interactivity could be applied to TV commercials to increase viewer engagement and potentially lead to more purchases. Because interactive TV is not yet widespread, we examine viewers’ expectations and needs. We look at how different product categories in ads affect interest, and which kinds of interactions between viewers and the TV are considered useful. The study also considers that many people multitask while watching TV, especially during commercials, and that most own internet-connected portable devices. It therefore investigates whether using a second screen alongside the TV can support interactions between viewers and broadcasters or advertisers.
[This abstract was generated with the help of AI]