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Creating Online Ads We Want to Watch
The mere fact that an online video advertisement reaches a viewer’s computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers’ attention by evoking certain emotional responses.
Content: Article | Authors: Carmen Nobel, Thales S. Teixeira | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Advertising, Marketing / Sales | Industry: Advertising