This study aims to deepen the understanding of evaluating TV ad spots by their immediate
effects on important online activities. The authors merged minute-by-minute brand search …

Given the rising popularity of online video platforms in recent years, this study addresses the
plausible cannibalization effect of online video platforms on television. It does so by …

We analyze a large data set from Netflix, the leading online movie rental company, to shed
new light on the causes and consequences of the Long Tail effect, which suggests that on …

Content providers rely on advertisers to pay for content. TiVo, remote controls, and pop-up
ad blockers are examples of ad-avoidance technologies that allow consumers to view …

Audiences are hostile to advertising on the Internet, so ad-supported video streaming
services have experimented with new interactive formats to make viewers more receptive to …

Television viewers are increasingly engaging in media-multitasking while watching
programming. One prevalent multiscreen activity is the simultaneous consumption of …

Allocating marketing budgets in the most efficient way remains one of the key challenges for
any marketing executive. Especially in cases of online pure plays such as social networks …

The internet has grown to touch a large part of our economic and social lives. This growth
has transformed it into an important medium for marketers to serve advertising. Internet ad …

Purpose There are two major strategies for short video advertising which are KOL (key
opinion leader) endorsement and in-feed advertising. The authors aim to research the …