Understanding the Effectiveness of Video Ads: A Measurement Study, SS. Krishnan and R.K. Sitaraman, ACM Internet Measurement Conference (IMC), October 2013.



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One of the largest scientific studies of video ads involving 367 million video views, 257 million ad views, and 65 million unique viewers around the globe. Shows what factors lead viewers to complete watching video ads and what could cause ads to be abandoned in the middle. Uses novel analytic techniques to extract causal information from ``big data’’.