Working Papers

A General Method for Estimating Asynchronous Dynamic Models: A Novel Study of 100 Ad Creatives

Edlira Shehu, Daniel Zantedeschi, and Prasad A. Naik

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.


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