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- All HBS Web (12)
- Faculty Publications (2)
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- 29 Jan 2014
- Research & Ideas
Super Bowl Ads for Multitaskers
looking at. Increasingly, viewers are doubling up on entertainment with a second media device in their hand or on their lap to complement—and compete—with the television. In 2012, Nielsen found that close to 40 percent of smartphone and...
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- May–June 2015
- Article
Television Advertising and Online Shopping
By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur
Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a...
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Keywords:
Content Analysis;
Difference-in-differences;
Internet;
Media Multitasking;
Online Purchases;
Advertising;
Advertising Industry;
United States
Liaukonyte, Jura, Thales Teixeira, and Kenneth Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May–June 2015): 311–330.
- Article
From TV to Web: Content Strategies for Ads That Drive Online Sales
By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV...
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Keywords:
TV Advertising;
Multitasking;
Infotainment;
Television;
Prime Time;
Advertising;
Online Advertising;
Advertising Industry
Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
- 18 Nov 2014
- First Look
First Look: November 18
and Online Shopping By: Liaukonyte, Jura, Thales Teixeira, and Kenneth C. Wilbur Abstract—Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to...
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Keywords:
Sean Silverthorne
- 04 Jun 2020
- Book
It’s Not About You: Why Leaders Need to Look Outward
need to look after themselves, and they’re not leading when they do that, and they need to be way more attentive to and present for the needs of others. Great leaders are not multitasking on Zoom. They don’t have their video turned off....
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by Kristen Senz
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
Toyota's 333,000 global workforce. “FIFA has the potential to generate $23 billion in revenue in a month” Most of the attention-getting opportunities the World Cup offers both on and off the field are sold to advertisers, either directly via sponsorships or indirectly...
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- 13 Jan 2015
- First Look
First Look: January 13
brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising...
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Keywords:
Sean Silverthorne