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more attention was paid to ads when they were shown on platforms with full sight and sound, compared to platforms with audio off and subtitles.

Nielsen Consumer Neuroscience, U.S., Video Ad Cross-Platform Research commissioned by Google. Conducted using eight advertisements, four platforms, and 400 participants aged 18–35, Nielsen CNS Lab, Boston, 2016.

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Ad attention research: Effectiveness hinges on more than just reach

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