The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

Joon Soo Lim, Sung Yoon Ri, Beth Donnelly Egan, Frank A. Biocca

Research output: Contribution to journalArticle

30 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)463-472
Number of pages10
JournalComputers in Human Behavior
Volume48
DOIs
StatePublished - Jul 2015

Keywords

  • Cross-media
  • Internet advertising
  • Media planning
  • Mobile TV
  • Mobile advertising
  • Synergy

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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