The survival strategy of branded content in the over-the-top (OTT) environment: Eye-tracking and Q-methodology approach in digital product placement

• Published in: Telematics and informatics Vol. 34; no. 7; pp. 1081 - 1092
• Main Authors: Kim, Tae-Yang, Shin, Dong-Hee
• Format: Journal Article
• Language: English
• Published: Oxford Elsevier Ltd 01.11.2017; Elsevier Science Ltd
• Subjects: Attitudes; Branded content; Brands; Digital product placement (PPL); Eye movements; Eye-tracking; Over the top (OTT); Product placement; Q-methodology; Telematics; Branded content; Q-methodology; Over the top (OTT); Eye-tracking; Digital product placement (PPL)

•How branded content may be adopted to succeed with the over-the-top market using digital product placement.•A multiple research methodology comprising eye-tracking analysis and Q-methodology.•The physically optimized places that would attract users’ visual attention.•User centric perspective on bra...