Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes … advertising format, consumers seem to react negatively towards sponsored content ads. In this paper, we present an analytical … model that studies the strategic role of sponsored content advertising in a two-sided media market. We identify conditions …

advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …