Empowering Online Advertisements by Empowering Viewers with the Right to Choose
Abstract
ABSTRACT
In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing. Google sought to compare these “skippable” in-stream advertisements to the conventional (non-skippable) in-stream video advertising formats, using a new advertising effectiveness metric based on the propensity to search for terms related to...Paper Details
Title
Empowering Online Advertisements by Empowering Viewers with the Right to Choose
Published Date
Dec 1, 2012
Volume
52
Issue
4
Pages
451 - 457
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