Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online
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DOI: 10.1016/j.jbusres.2020.07.034
Abstract: 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… read more here.
Keywords: video; time; advertising; television online ... See more keywords