How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift

Jūra Liaukonytė · Kenneth C. Wilbur

30 citations0/0 files storedMarketing Science

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

This paper uses data from a new technology that passively and continuously measures TV viewer presence and attention, enabling the first distinction between true ad exposures from ads that air to empty rooms.

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References

2017Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook 1977An Analysis of Information Content in Television Advertising 2011Emotion-Induced Engagement in Internet Video Advertisements 2010A Simple Feasible Procedure to fit Models with High-dimensional Fixed Effects 2019A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook 2015The Unfavorable Economics of Measuring the Returns to Advertising *2009Sales Effects of Attention to Feature Advertisements: A Bayesian Mediation Analysis 2017Positive Spillovers and Free Riding in Advertising of Prescription Pharmaceuticals: The Case of Antidepressants

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2024Pricing Power in Advertising Markets: Theory and Evidence

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