Adver-Where? Comparing the Effectiveness of Banner Ads and Video Ads in Online Video Games by Mike Schmierbach, Jose Aviles, Frank Waddell, Sushma Kumble, Brett Sherrick, Erica Bailey, Frank E. Dardis
Adver-Where? Comparing the Effectiveness of Banner Ads and Video Ads in Online Video Games

Mike Schmierbach, Jose Aviles, Frank Waddell, Sushma Kumble, Brett Sherrick, Erica Bailey, Frank E. Dardis

Adver-Where? Comparing the Effectiveness of Banner Ads and Video Ads in Online Video Games

Mike Schmierbach, Jose Aviles, Frank Waddell, Sushma Kumble, Brett Sherrick, Erica Bailey, Frank E. Dardis

15 pages first pub 2016 (editions)

informative medium-paced
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Description

Banner ads, video ads, and advergames constitute a large portion of online gaming spending, yet no prior research has incorporated them simultaneously to determine if any separate or joint effects exist, and if so to what extent. Therefore, two ex...

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