Beth Egan

Associate Professor of Advertising, Syracuse University, Author of Media Planning Essentials, an online courseware and published in areas related to data, data privacy, native advertising and general advertising investment topics

Research Expertise

media

advertising

big data

branded content

native advertising

Human-Computer Interaction

Communication

Marketing

About

Beth is an Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communication, author and TEDx speaker. As a 25-year veteran of the advertising media industry she leads the media planning and data & analytics curricula. She is also the author of Media Planning Essentials, the first online, digital-first media planning courseware. Beth’s research interests include applying machine learning techniques to develop predictive models of television audience retention. These models can be used to optimize ad curation and provide television networks with tools to maximize their revenue models. She is also working on employing psychophysiological research techniques to understand how people perceive branded content implicitly. This research can help inform both the creation and placement of branded content.

Publications

The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

Computers in Human Behavior / Jul 01, 2015

Lim, J. S., Ri, S. Y., Egan, B. D., & Biocca, F. A. (2015). The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48, 463–472. https://doi.org/10.1016/j.chb.2015.02.001

Towards an Institutional News Logic of Digital Native News Media? A Case Study of BuzzFeed’s Reporting During the 2015 and 2017 UK General Election Campaigns

Digital Journalism / Sep 12, 2019

Thomas, R., & Cushion, S. (2019). Towards an Institutional News Logic of Digital Native News Media? A Case Study of BuzzFeed’s Reporting During the 2015 and 2017 UK General Election Campaigns. Digital Journalism, 7(10), 1328–1345. https://doi.org/10.1080/21670811.2019.1661262

The integration of native advertising in journalism and its impact on the news-advertising boundary

The Institutions Changing Journalism / May 14, 2022

Li, Y. (2022). The integration of native advertising in journalism and its impact on the news-advertising boundary. The Institutions Changing Journalism, 31–45. https://doi.org/10.4324/9781003140399-4

Note From the Editors

Journal of Current Issues & Research in Advertising / Sep 02, 2018

Rose, P., & Egan, B. (2018). Note From the Editors. Journal of Current Issues & Research in Advertising, 39(3), 221–221. https://doi.org/10.1080/10641734.2018.1497340

Education

Southern Methodist University

MBA, Business / July, 2000

Dallas, TX

Syracuse University

Bachelor of Science, Advertising, Advertising / May, 1988

Syracuse, New York, United States of America

Experience

Syracuse University

Associate Professor / August, 2013 — Present

MEC (now Wavemaker)

Managing Director / July, 2009 — May, 2013

Looked after the media planning strategy for the AT&T Mobility account ($1Bn) and Campbell's Globally ($400M)

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