How DVR is changing the world of TV advertising

As digital advertising takes over the world of marketing, with popular focus on everything from social media ads to search engine ads, it can be easy to forget about television. In recent years, though, the TV landscape has ...

Does live tweeting while watching TV distract from the ads?

Researchers from the Kelley School of Business at Indiana University and at Goizueta Business School at Emory University published new research in the INFORMS journal Marketing Science which reveals that advertisers can see ...

Offline TV ads prompt online purchases by multitaskers

Many television advertisers voice fears that distracted viewers—those increasingly frenetic multitaskers using smartphones, laptops and tablets while viewing TV - are becoming less receptive to advertisers' messages. A ...

Study shows how to open wallets of web-surfing TV watchers

A growing fear among television advertisers is that distracted viewers – those multitaskers using smartphones, laptops and tablets while watching TV – are becoming less susceptible to advertisers' messages.

Foundations of digital marketing shaken by new study

The holy grail of creating advertising synergy across different devices has been turned on its head with new research from the Interactive Television Research Institute at Murdoch University.

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