Original paper
Limited-Interruption Advertising In Digital-Video Content: An Analysis Compares the Effects of "Midroll" Versus "Preroll" Spots and Clutter Advertising
Abstract
Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative...
Paper Details
Title
Limited-Interruption Advertising In Digital-Video Content: An Analysis Compares the Effects of "Midroll" Versus "Preroll" Spots and Clutter Advertising
Published Date
Jan 1, 2016
Volume
56
Issue
3
Pages
289 - 289
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