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ad effectiveness

Ads in the Midst of Multitasking

Research from the University of Illinois finds that the effectiveness of ads viewed while multitasking depends on the individual’s media processing style. Analytic processors, who tend to focus on specific items, performed well on ad retention when their only task was to watch video ads on a computer, but were only half as effective when they had to split their time with a second task on the same computer. Read more »