Action taken after or during exposure to an advertisement (see “Advertising Exposure“). Common types can include engaging with the ad, visiting an advertiser’s website, posting about it on social media, conducting an online search of the brand, doing research on the brand, or purchasing the advertised product or service. Specific types of this during an exposure that are often measured include moving one’s eyes to a point on the screen or page, scrolling to a certain point, clicking away from the ad or pausing or muting a video ad.
