Blog post by Lisette Kruizinga-de Vries, based on the master thesis of Rong Shen (HEC Paris - MSc Data Science & AI For Business) The Battle For Attention In today’s media landscape, attention is one of the hardest things to get from consumers. Younger audiences in particular dislike long ads and often skip them or do other things at the same time (Duffett, 2017). Traditional TV advertising, once seen in a passive, one-screen setting, has now become time-shifted, watched on m

Blog post by Lisette Kruizinga – de Vries, based on the master thesis of Ny Thi Ha Dao (University of Groningen) Introduction: Why...