... category (experience vs search) moderates this effect. Design/methodology/approach Four experiments (lab and eye-tracking) were conducted to examine how countdown timers affect online video advertising effectiveness by measuring viewers’ attention, irritation and ad effectiveness. Findings Studies...

..., translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Surveys Eye tracking...