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Fundamental mechanisms of TV and video advertising
Germans watch video for around five hours a day, which is the largest proportion of media usage. But what value do the various video platforms have for advertising?
It is clear that relaxation and entertainment will continue to be the key motives for media usage in the future, regardless of what platforms and devices are used. However, different platforms differ not only in terms of reach but they also have different mental reception conditions - and thus achieve different advertising impacts. Successful advertising therefore requires a deep understanding of the mechanisms behind the advertising impact of different video platforms.
These mechanisms are the subjects of “Video Impact”. Four basic studies examine fundamental questions of advertising impact and perception. They complement each other, are put in the context of modern consumer research and thus make a decisive contribution to a deeper understanding of the impact mechanisms of TV and video advertising. The publication provides many new insights into the value of TV and video advertising and it moreover provides practice-oriented advice for media planning and brand management.