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This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

By means of the multi-dimensions of media multitasking, it is possible to differentiate different forms of media multitasking. This framework is used to describe and explain the phenomenon of multiscreening. The framework consists of four categories each with its own dimensions: (1) task relations (e.g., task hierarchy, task switch, shared modality), (2) task inputs (e.g., information flow), (3) task outputs (e.g., behavioral responses), and (4) user differences. The description of multiscreening per dimensions is completed with a review of recent literature in the field of multiscreening, media multitasking and persuasion.

Literature in the field of media multitasking often assumes detrimental effects. Practical implications for advertisers are discussed by presenting an overview of the existing literature on multiscreening and advertising effectiveness. At the end of the chapter, a summary of the different dimensions is presented and an answer is formulated to the question: Is multiscreening a challenge or opportunity for advertisers?

In addition to practical implications, this chapter also offers an overview of the current research in the field of multiscreening and advertising effects. By presenting recent literature in this field, it becomes clear where knowledge is lacking. Directions for future research are discussed.

This chapter is the first to present a structured overview of the phenomenon of multiscreening. It will provide practitioners and researchers with the current status in the field of multiscreening and advertising effectiveness. In addition, the chapter can also be seen as a guide for future directions in the field of multiscreening.

Multicommunicating, the practice of using technology to carry on multiple near-simultaneous conversations, has been studied for almost two decades. This practice has new meaning today as more people carry a mobile device with them, remote working is prominent, and teams are looking for ways to be more productive. This chapter establishes why multicommunicating is an important communication concept that can help scholars interested in teams. After distinguishing multicommunicating from related concepts, such as multitasking, this chapter reviews key findings from literature and highlights the conundrum around whether this is a productive, acceptable practice or one that is rude and increases inefficiency. In conclusion, the proposed research agenda invites studies of multicommunicating in contexts where actual responses to the practice can be observed. Additionally, there are growing opportunities to include mobile communication and human–technology interactions in the multicommunicating mix.

The achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast.

A 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors.

Results confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration.

Consumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.

Now established as the worldwide meeting place for all those engaged in the efficient and economic operation of international and national airports and military airbases, AIRPORT '81 will present the most comprehensive display of products and services to date.

This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms.

The two questions can be summarized as what and why problems; so, this paper adopts the method of the qualitative case study. For the first question, this paper uses the method of system activity diagram to design the business model. For the second question, this paper proposes a new analytical method – voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.’s Iceberg theory.

The effect of interactive advertising is significantly better than that of traditional advertising, and interactive advertising is becoming the first choice for marketers. The business model innovation of iTV ad brings new business opportunities. In addition, the larger the area of the triangle surrounded by the three elements of VIC, the higher the commercial value of iTV ad.

Current business model studies focus on business model definitions and innovations, whereas the studies on business model evaluation and its influential factors are rare. A new analytical model named VIC is proposed. It explores the effect of VIC on the commercial value of iTV ad and provides a reference for the quantitative empirical analysis. The combination of activity system theory and VIC model contributes to the understanding of the explicit knowledge and tacit knowledge of iTV ad business model. This framework can be used to guide TV stations and stakeholders for business model innovations and optimizations.

Digital Libraries are complex, and this complexity is a motive to study user success on the behalf of appropriate user success models. These models comprise the factors which play a part between people, technology and organizations. The purpose of this study was to specify and examine an integrated digital library user success (IDLUS) model within the context of digital library settings, Higher Education Commission National Digital Library (HEC-NDL) of Pakistan, by adopting and reusing the existing digital library and Web success models.

Stratified random sampling technique was used to choose the sample from the University of the Punjab, a highly ranked public sector university in Pakistan. Participants were asked to complete an adapted survey questionnaire. A total of 355 completed and usable questionnaires were obtained. Data analyses through confirmatory factor analyses and structural equation modeling produced the results that have supported the proposed IDLUS model. The proposed IDLUS model was tested and supported through model fit statistics in the academic computing environment of the HEC-NDL of Pakistan.

Findings revealed that relationships between the latent variables hypothesized in the model were confirmed.

The study has both theoretical and practical ramifications for academicians and information system designers and developers.

The IDLUS model is recommended first time in the history of librarianship in Pakistan as an overall user success model in the digital library information system computing environment. That made numerous recommendations for future research in the field of information management, particularly for digital library development at national and international levels.

This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.

In-depth interviews were conducted with 22 participants.

The participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.

The findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention.