In the Eye of the Beholder; The Equality of Ad Effectiveness Across Platforms

This paper describes a study that is part of a wider research agenda of The Walt Disney Company, the US entertainment group, about how the video platforms upon which Disney video content is available - TV, computer, tablet, mobile - affect viewing of both the content and advertising.

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...

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