Prior Attentive Ad Exposures Increase Ad Attention
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”