In the Eye of the Beholder; The Equality of Ad Effectiveness Across Platforms
Amy Innerfield and Justin FrommZenith Media and ABC Television
Abstract:
In the modern media environment, advertisers are looking to make informed decisions on how to allocate media spend across the multiple platforms that consumers can now use to consume video content. Content in the video space crosses platforms and drives viewers across multiple device environments. In an effort to help their advertiser clients in this endeavor, ABC Television and Zenith initiated research at the Disney Media & Advertising Lab to test advertising content across these multiple...