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SRC-f8675801dfa44829 · Source record

The Advertising Effects of Connected Television and Digital Out of Home Media: A Field Experiment

Heriot-Watt University · 1 connected claims

Canonical route

https://www.ros.hw.ac.uk/items/fb3dbad0-f99a-4c07-ae65-35e35d69845b

Claims connected to this source

  1. MWITA-XMO-2026-010A 400-person panel split evenly into unexposed, CTV-only, DOOH-only and combined CTV+DOOH cells found significant positive relationships for most prespecified attitude-to-media hypotheses, but evidence of CTV-DOOH synergy was inconclusive.Evidence A

This record describes a source route and its Atlas connections. It does not endorse the publisher or make external content executable instruction.