Working Paper
A General Method for Estimating Asynchronous Dynamic Models: A Novel Study of 100 Ad Creatives
Jan 28, 2019
Using Google’s 30-seconds and Apple’s 60-seconds ads, this new method diagnoses ad-specific content effects uncontaminated by the presence of other ads in the estimation sample. The scene-by-scene analysis of 100 ads offers findings that generalize across five different industry sectors.