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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...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Elsevier
2018
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| Materias: | |
| 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 |