Abstract
The growth of Internet has completely changed the advertising ecosystem, with advertising spending moving from traditional to digital formats. Indeed, digital advertising surpassed television spending for the very first time in 2017 (Magna 2017). Digital advertising investment (including all different display formats such as banners, images, text, audio or video, together with search and social platforms ads) is estimated to take 44.0 percent of all advertising global budget in 2018 (Magna 2017).
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Belanche, D., Flavián, C., Pérez-Rueda, A. (2019). Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_10
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