Brand safety: the effects of controversial video content on pre-roll advertising

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...

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Bibliographic Details
Main Authors: Steven Bellman, Ziad H.S. Abdelmoety, Jamie Murphy, Shruthi Arismendez, Duane Varan
Format: Article
Language:English
Published: Elsevier 2018-12-01
Series:Heliyon
Subjects:
Business
Information science
Psychology
Sociology
Online Access:http://www.sciencedirect.com/science/article/pii/S2405844018359929

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