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...