"The DNA of Interactive Video Ads and Why They Are Superior to Linear Ads," at The TV of Tomorrow Show 2013

[itvt] is pleased to present an audio recording of "The DNA of Interactive Video Ads and Why They Are Superior to Linear Ads," a special presentation by Professor Duane Varan at TVOT 2013. The presentation was described in the show brochure as follows:

"At last year's TVOT, Dr. Duane Varan demonstrated how interactive video ads are superior to linear ads. This year, he takes us on a deeper dive, exploring the range of factors explaining such superiority. These include sifting effects (identifying best prospects), cognitive processing effects, haptic effects (the power of touch), choice effects, rehearsal effects (similar to product sampling), and others. By understanding how interactive video really works, advertisers are better able to capitalize on its potential. Dr. Varan is Chief Research Officer of the Disney Media & Advertising Lab in Austin, Texas--a role he holds concurrently with his appointment as Professor and Executive Director of Audience Labs at Murdoch University in Australia."