作者: Jean Brechman , Steven Bellman , Jennifer A Robinson , Amy Rask , Duane Varan
DOI: 10.2501/JAR-2016-001
关键词: Advertising 、 Advertising research 、 Share of voice 、 Cost per impression 、 Contextual advertising 、 Keyword advertising 、 Search advertising 、 Native advertising 、 Online advertising 、 Computer science
摘要: Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these “limited-interruption” advertising, in which each midroll advertising break during a features just one commercial. Advertisers can pay premium to repeat the same advertisement limited-interruption break. This study provides empirical guidance advertisers by quantifying positive negative effects repeated limited interruption.