Display advertisements are typically sold by the impression, where one impression is simply one download
\nof an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember
\nit and that there are diminishing returns to increased exposure time [Goldstein et al. 2011]. Since a pricing
\nscheme that is at least partially based on time is more exact than one based solely on impressions, timebased
\nadvertising may become an industry standard. We answer an open question concerning time-based
\npricing schemes: how should time slots for advertisements be divided? We provide evidence that ads can be
\nscheduled in a way that leads to greater total recollection, which advertisers value, and increased revenue,
\nwhich publishers value. We document two main findings. First, we show that displaying two shorter ads
\nresults in more total recollection than displaying one longer ad of twice the duration. Second, we show
\nthat this effect disappears as the duration of these ads increases. We conclude with a theoretical prediction
\nregarding the circumstances under which the display advertising industry would benefit if it moved to a
\npartially or fully time-based standard.<\/p>\n","protected":false},"excerpt":{"rendered":"
Display advertisements are typically sold by the impression, where one impression is simply one download of an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing returns to increased exposure time [Goldstein et al. 2011]. 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