Examining digital video advertising (DVA) effectiveness

Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the pa...

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Veröffentlicht in:	European journal of marketing 2019-09, Vol.53 (11), p.2451-2479
Hauptverfasser:	Stewart, Kristin, Kammer-Kerwick, Matt, Auchter, Allison, Koh, Hyeseung Elizabeth, Dunn, Mary Elizabeth, Cunningham, Isabella
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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