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Humor Determinants and Relevance in High Engagement Social TV ADS

  • James Barry
  • Dena Hale
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Breaking through advertising clutter remains a challenge for marketers. With the rising popularity of TV commercials re-cast on video sharing websites, digital metric evidence now reveals that commercials with high entertainment value offer more opportunity for viewer attention and engagement than even the best of informative feature pitches. Humor, in particular, accounts for most of this entertaining interaction. Yet despite the nearly $50 billion spent annually on worldwide commercials intended to be humorous, little is known about its impact on audience attention and engagement in a social setting.

Keywords

Product Category High Involvement Message Relatedness Blue Product Viewer Attention 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • James Barry
    • 1
  • Dena Hale
    • 1
  1. 1.NathanAustralia

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