Using Theory of Interactive Media Effects (Time) to Analyze Digital Advertising

This chapter illustrates the use of Theory of Interactive Media Effects (Time) by analyzing seven recent trends in digital advertising: Mobile Video, virtual reality/augmented reality Ads, Chatbots, Behavioral Advertising, Location-based Advertising, Search-Engine Advertising, and Native Advertising. It begins with the trend or type of digital advertising and reviews the emerging literature on its psychological effects. The chapter describes the potential effects of these affordances on persuasion, both via the cue-route and via the action-route, as applicable. Advertising in digital media is conceptually different from advertising in any of the older media. There are many digital technologies and trends underlying the negotiation between advertisers and consumers. The engagement generated by user action in interactive media environments can range from absorption in content to elaboration of that content to self-expression by making new content contributions. It can also mean repeated visits to the site or sustained use of the interface.