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 avideo 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 positiveand negative effects of repeated limited interruption.