Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads-Reference-Cited by-同舟云学术

Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads

Published:2022-12-08 Issue: Volume: Page:1-25
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Frade João Lucas Hana¹,Oliveira Jorge Henrique Caldeira de¹,Giraldi Janaina de Moura Engracia²

Affiliation:

1. School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil

2. Business Administration Department, School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil

Funder

Brazilian Federal Agency for the Support and Evaluation of Graduate Education

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2153529

Reference90 articles.

1. Abrantes, T. 2015. Impacto Da Intrusividade de Formatos Publicitários Em Vídeos Online. Master Thesis. University of Lisbon (Portugal).

2. Alexa. 2022. The Top 500 Sites on the Web. https://www.alexa.com/topsites.

3. The future of social media in marketing

4. Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy

5. The Technology of Video and Audio Streaming

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