Limited-Interruption Advertising In Digital-Video Content

Abstract

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.