Limited-Interruption Advertising In Digital-Video Content An Analysis Compares the Effects of 'Midroll' Versus 'Preroll' Spots and Clutter Advertising

摘要

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.