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Factors affecting the VOD advertising in IPTV: Focus on Program and Ad location factors

IPTV VOD 광고효과에 영향을 미치는 요인: 프로그램과 게재위치 요인을 중심으로

  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2015.12.28
  • Accepted : 2016.02.20
  • Published : 2016.02.28

Abstract

This study was done to find out what is a factors affecting VOD advertising in IPTV. To this end, the location form of the Pre-play and program insert ad in IPTV was prepared to compare the test stimuli. And the experiment was conducted. The results were as follows. First, attention to ad and commitment of program had a significant impact on VOD advertising attitude. On the other hand, the program viewing satisfaction had no significant effect. Second, the attention to ads had a significant effect on the purchase intention on advertised products in VOD. Third, attitudes to ad and purchase intention between the Pre-Play and program insert ads positions, did not have a significant difference. Accordingly, it concludes that current Pre-play advertising strategy is effective. It is also expected to help establish a strategy that is able to effectively show VOD ads in IPTV to consumers in the future.

Keywords

VOD Advertising;Pre-playads;program insert ad;commitment of program;advertising effect

Acknowledgement

Supported by : 남서울대학교

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