Humor Determinants and Relevance in High Engagement Social TV ADS
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.
KeywordsProduct Category High Involvement Message Relatedness Blue Product Viewer Attention
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