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首页> 外文期刊>Journal of Business Research >Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online
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Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online

机译：将时间视为跨媒体度量：比较电视和在线视频广告的观看时间

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摘要

The Media Rating Council recommends weighting advertising exposure by viewing time. Prior research shows viewing time has diminishing returns, implying that effectiveness equivalent to a 100% complete exposure could be achieved by a lower threshold. Results from four laboratory experiments, extending prior banner-ad research to dynamic video ads, suggest 75% viewed is a potential threshold. A second contribution identifies different viewing time distributions for television and online video, due to differences in ad avoidance. More television ads have viewing times exceeding the 75% threshold, and so are more effective than the typical online video ad. Online networks could charge fees equivalent to television ads for video ads that exceed the 75% threshold. A third contribution is the use of interval outcome estimation (IOE), which revealed asymmetric effects of viewing time and that brand familiarity rather than viewing time is the only necessary explanation of ad effectiveness measured by recall.
机译：媒体评级委员会通过观察时间建议加权广告曝光。现有研究表明，观看时间具有递减的回报，这意味着可以通过较低的阈值实现等于100％完全曝光的有效性。来自四个实验室实验的结果，将现有的横幅 - 广告研究扩展到动态视频广告，建议观看75％是潜在的阈值。由于广告避免的差异，第二贡献识别电视和在线视频的不同观看时间分布。更多电视广告具有超过75％阈值的观看时间，因此比典型的在线视频广告更有效。在线网络可以收取相当于超过超过75％阈值的视频广告的电视广告的费用。第三贡献是使用间隔结果估计（IOE），其揭示了观看时间的不对称效果，并且品牌熟悉而不是观看时间是召回测量的唯一必要的解释。

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