If an Advertisement Runs Online and No One Sees It, Is It Still an Ad? Empirical Generalizations in Digital Advertising

• Autores: Stephanie Flosi, Gian Fulgoni, Andrea Vollman
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 2, 2013, págs. 192-199
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • This study presents findings from three charter studies involving leading global advertisers in three key geographical regions: the United States, Europe, and Canada. The goal of the research was to identify and better understand the incidence of sub- optimal digital campaign delivery as it pertains to viewability, audience delivery, geographic targeting, and brand safety. Through an evaluation of the study findings, several significant empirical generalizations emerged, and this article highlights these generalizations and discusses their implications for the digital advertising ecosystem.