Brand safety: the effects of controversial video content on pre-roll advertising

Newspapers have reported instances of famous brands' ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content—particularly violent, se...

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Detalles Bibliográficos
Autores principales: Bellman, Steven, Abdelmoety, Ziad H.S., Murphy, Jamie, Arismendez, Shruthi, Varan, Duane
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2018
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6304455/
https://www.ncbi.nlm.nih.gov/pubmed/30603686
http://dx.doi.org/10.1016/j.heliyon.2018.e01041

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6304455/
https://www.ncbi.nlm.nih.gov/pubmed/30603686
http://dx.doi.org/10.1016/j.heliyon.2018.e01041

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