What is Interactive Digital Television (IDTV)

behaviour, it also offers new advertising opportunities (Cauberghe & De Pelsmacker, 2006). One of them is the telescopic advertisement. This format consists of a “30-second TV ad with a call-to-action button with clickable content or micro sites featuring individual still screens providing additional product information” (Bellman & Varan, 2004, p. 2). When the viewer clicks on the call-to-action button, he or she leaves the linear broadcast stream to enter a dedicated advertising location (DAL). There, the viewer can navigate through the additional information, which can be structured in different layers. The purpose of this study is to investigate the impact of two aspects of the complexity of a telescopic ad by experimentally manipulating the amount of information and the level of interactivity in the DAL. Additionally, the role of time spent in the DAL is explored.