Marketing Science · 2022 · 32 citations · 48 references
BusinessMarketingMarketing ManagementAdvertisingConsumer BehaviorVisual AttentionAdvertising PsychologyAudience AttentionAudience BehaviorAudience MeasurementDigital AdvertisingTelevision AudiencesAd AttentionAttentionAttention TrackingDigital Advertising AudiencesTelevision Audience MeasurementViewer AttentionViewer ReceptionVisual Attention In Advertising
This paper uses data from a new technology that passively and continuously measures TV viewer presence and attention, enabling the first distinction between true ad exposures from ads that air to empty rooms.
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Identification and Estimation of Local Average Treatment Effects
Guido W. Imbens, Joshua D. Angrist · Econometrica · 1994 · 4.1K citations