TY - JOUR
T1 - The cross-platform synergies of digital video advertising
T2 - Implications for cross-media campaigns in television, Internet and mobile TV
AU - Lim, Joon Soo
AU - Ri, Sung Yoon
AU - Egan, Beth Donnelly
AU - Biocca, Frank A.
N1 - Publisher Copyright:
© 2015 Elsevier Ltd. All rights reserved.
PY - 2015/7
Y1 - 2015/7
N2 - This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition) × 2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect. The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.
AB - This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition) × 2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect. The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.
KW - Cross-media
KW - Internet advertising
KW - Media planning
KW - Mobile TV
KW - Mobile advertising
KW - Synergy
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U2 - 10.1016/j.chb.2015.02.001
DO - 10.1016/j.chb.2015.02.001
M3 - Article
AN - SCOPUS:84923371076
SN - 0747-5632
VL - 48
SP - 463
EP - 472
JO - Computers in Human Behavior
JF - Computers in Human Behavior
ER -