Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur
{"title":"观众如何调整、出现和关注广告内容并预测品牌搜索提升","authors":"Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur","doi":"10.1287/mksc.2021.1344","DOIUrl":null,"url":null,"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.","PeriodicalId":423558,"journal":{"name":"Mark. Sci.","volume":"23 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift\",\"authors\":\"Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur\",\"doi\":\"10.1287/mksc.2021.1344\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":423558,\"journal\":{\"name\":\"Mark. Sci.\",\"volume\":\"23 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-02-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Mark. Sci.\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1287/mksc.2021.1344\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Mark. Sci.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1287/mksc.2021.1344","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift
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.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
