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| Tekijä: | Zigmond, D. (et al.) |
| Otsikko: | Measuring advertising quality on television - deriving meaningful metrics from audience retention data |
| Lehti: | Journal of Advertising Research
2009 : DEC, VOL 49:4, p. 419-428 |
| Asiasana: | television advertising measurement consumer behaviour advertising research |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to introduce a new tool for measuring television advertisement quality. Based on audience retention, two models are developed using logistic regression techniques. Features like time of day, network and household demographics are adjusted to define the ad quality. To demonstrate the functionality of the models, a current model used in the Google TV Ads product is shown alongside with the two new models. Metrics for the evaluation of the performance of the models are derived, to compare their predictive power and variance. This article contributes to the evaluation of advertising strategies and advertisement pricing. |
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