Brand safety: the effects of controversial video content on pre-roll advertising
Newspapers have reported instances of famous brands' ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content—particularly violent, se...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2018-12-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844018359929 |