The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

作者：

Highlights：

• We examined the synergy effect of digital video advertising.

• Ad repetition on multiple media had greater persuasive effects than a single medium.

• Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.

• The multiple-media repetition yielded more positive cognitive responses.

• The cross-media advertising induced more positive attitudes toward the brand.

摘要

•We examined the synergy effect of digital video advertising.•Ad repetition on multiple media had greater persuasive effects than a single medium.•Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.•The multiple-media repetition yielded more positive cognitive responses.•The cross-media advertising induced more positive attitudes toward the brand.

论文关键词：Media planning,Cross-media,Synergy,Mobile advertising,Internet advertising,Mobile TV

论文评审过程：Available online 24 February 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.02.001