Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online
Abstract
The Media Rating Council recommends weighting advertising exposure by viewing time. Prior research shows viewing time has diminishing returns, implying that effectiveness equivalent to a 100% complete exposure could be achieved by a lower threshold. Results from four laboratory experiments, extending prior banner-ad research to dynamic video ads, suggest 75% viewed is a potential threshold. A second contribution identifies different viewing time...
Paper Details
Title
Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online
Published Date
Nov 1, 2020
Journal
Volume
120
Pages
103 - 113
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Notes
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