Attention Spillovers from News to Ads with Andrey Simonov, Tommaso Valletti, and Andre Veiga

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How I Wrote This

Brett Gordon and Karen Winterich

21 episodes

6 days ago

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.

Social Sciences

Science

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Social Sciences

Science

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Attention Spillovers from News to Ads with Andrey Simonov, Tommaso Valletti, and Andre Veiga

How I Wrote This

49 minutes 17 seconds

1 month ago

Attention Spillovers from News to Ads with Andrey Simonov, Tommaso Valletti, and Andre Veiga

Does the content of a news article influence the effectiveness of ads placed within it? In this episode, JMR Co-Editor Brett Gordon discusses the recently published paper, “Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment,” with authors Andrewy Simonov (Columbia Business School),Tommaso Valletti, and Andre Veiga (both from Imperial College Business School). The idea for the paper was born in the early days of the COVID-19 pandemic, when the researchers learned that some advertisers were using “block lists” to prevent their ads from appearing on publishers' websites with pandemic-related news content. Did the advertisers have a point? Or, they wondered, might this be based on a misunderstanding of how we, the audience, actually engage with content and the ads that appear alongside it?