A map of the new television ad model landscape: Viewer and industry evaluations

As the digital TV revolution reaches Australian homes, it brings with it an evolving range of existing and potential advertising models. This study investigated the potential of 42 digital ad models made possible in the new television landscape. The models were tested and evaluated by 196 viewers from the general public and 239 industry professionals. Cluster analysis of the ratings found six ad model clusters: interactive models (26%), advertiser controlled (19%), program maximisers (14.3%), search (14.3%), objectionable (14.3%), and viewer controlled (12%). These clusters represent a picture of where television viewers and media buyers converged and diverged in their attitudes towards the new ad models.