A new advertising method on interactive tv using content-related information

Abstract

The evolution of information and communication technologies has helped a television become a networked and digitized media device. Television can not only show video content but also provide many kinds of additional information about it. Simultaneously, the televiewers’ behavior has changed from the passive to the interactive. This research suggests an interactive advertising method which uses a TV program and its related information, and investigates a means of encouraging a viewer to be more interactive with the system. The efficiency of the system, the level of user satisfaction and the behavior of the user are studied through experiments, surveys and interviews. The results were analyzed to discern the user reactions to a content-related interactive advertising model on a television. It was found that a difference exists between the preferred interface in terms of user satisfaction and the efficiency of the advertising method. This research provides a number of clues that can improve user experience with interactive advertising using interfaces and related content. By categorizing the ads provided in the experiments, the most popular type of interactive advertising was determined.