“Does In-Stream Video Advertising Work? Effects of Position and Congruence on Consumer Responses”, 2021-11-30 (; similar):
The success of video streaming social networking sites (eg. YouTube) is reliant upon savvy integration of video advertising into massive amounts of user-generated content. These sites must weigh when, where, and how much advertising should be used to increase profit without causing irritation.
This study examined 2 key variables related to streaming advertising (ie. ad position and contextual congruence), and tested their impact on anger, perceptions of intrusiveness, and narrative engagement.
Using an online experiment (n = 327), we found that mid-roll ads [ads in the middle of the video] led to higher levels of perceived intrusiveness and anger than pre-roll ads [ads at the beginning before the video]. Anger and perceived intrusiveness were shown to statistically-significantly mediate the effect of mid-roll ad placements on ad and brand attitudes, with anger also mediating purchase intention. Though narrative engagement did not mediate the relationship between ad placement and resulting outcomes, we identified a sequential anger-narrative engagement mediating effect that shaped ad and brand outcomes.
Theoretical and practical implications are discussed.
[Keywords: online advertising, mid-roll advertising, congruence, anger, perceived intrusiveness]