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Användarens attityd till reklaminslag på webb-TV: En studie om hur användaren upplever reklam i ett nytt medium
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The users attitude to advertisements on Web TV : A case study of how the user perceive advertising in a new kind of medium (English)
Abstract [en]

The technological development contributes to an increase in advertising when it comes to media. Those who are working to develop advertising are constantly looking for new ways to reach consumers in unexplored contexts. Web TV is a relatively new technique that involves the distribution of television across the Internet. This study intend to investigate how users perceive advertising appearing on web TV, and contribute to the knowledge about how advertising adapt to new media. To reach the results of this study, we used quantitative data, collected in the form of web-surveys and qualitative data collected through semi-structured interviews. The results of the study showed that the user has a negative attitude towards advertisements on web TV. Despite the negativity, the user still understand and recognize the importance of advertising concerning the survival of tv-channels online. It is also clear that the choice of web TV service mainly is based on the supply of programs, and not on how the service contain advertising or not.

Abstract [sv]

Den teknologiska utvecklingen bidrar till att reklam i media ökar. Reklamutvecklare söker ständigt nya sätt att nå konsumenten genom reklam i outforskade sammanhang. Webb-TV är en relativt ny teknik som innebär distribution av television via internet. Denna studie avser att undersöka hur användare upplever reklaminslag som förekommer på webb-TV samt bidra med kunskap om hur reklam anpassas till nya medier. För att komma fram till studiens resultat användes kvantitativ datainsamling i form av webb-enkäter samt kvalitativ datainsamling genom semistrukturerade intervjuer. Resultatet av studien visade att användaren har en mycket negativ inställning till reklaminslag på webb-TV. Trots den negativa inställningen har användaren ändå förståelse och inser vikten av reklam för webb-TV-kanalernas överlevnad. Det framgår även att valet av webb-TV-tjänst främst grundar sig på programutbudet och inte på om tjänsten konsumerar reklam eller inte. 

Place, publisher, year, edition, pages
2012. , 52 p.
Keyword [en]
Web TV, advertising, internet TV, streaming
Keyword [sv]
Webb-TV, reklam, internetTV, streaming
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:sh:diva-18143OAI: oai:DiVA.org:sh-18143DiVA: diva2:600738
Subject / course
Media Technology
Uppsok
Technology
Supervisors
Examiners
Available from: 2013-01-28 Created: 2013-01-25 Last updated: 2014-01-31Bibliographically approved

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Användarens attityd till reklaminslag på webb-TV: En studie om hur användaren upplever reklam i ett nytt medium(2006 kB)576 downloads
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Johansson, MikaelGahmberg, Simon
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CiteExportLink to record
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