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Forced pre-roll video-advertising - Length, control, emotional appeal and contextual overlap of pre-roll video-ads on perceived intrusiveness, attitudes and skipping

Kusse, Daniël C. (2013) Forced pre-roll video-advertising - Length, control, emotional appeal and contextual overlap of pre-roll video-ads on perceived intrusiveness, attitudes and skipping.

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Abstract:Online video is currently the fastest growing advertising format, with pre-roll video-advertising as the most commonly used form. It is important to know how to use such a specific online advertising format because consumers are much more goal-oriented when using the internet and online ads are therefore perceived as much more intrusive than ads in other media. An interruption by an online ad could lead to aggravation, negative attitudes and ad avoidance which eventually influences consumer behavior. At this moment there is nearly no research on video-advertising. The aim of this study is to investigate what features of forced pre-roll video-ads have the most positive effects on the experience of the viewer confronted with them. The first experiment focuses on the length of pre-roll video-ads (15-seconds vs. 60-seconds) and the control a user is given to skip the pre-roll video-ad (with control-no control). The results show that with a 15-second video-ad, the perceived intrusiveness is marginally significantly lower. Also a video-ad with control creates a marginally significantly more positive attitude toward the brand in the video-ad. The second experiment focuses on the content of pre-roll video-ads by manipulating the emotional appeal of the pre-roll video-ad (high emotional appeal vs. low emotional appeal) and the contextual overlap between the pre-roll video-ad and the final video the respondents will see (with overlap vs. no overlap). The results show that when the emotional appeal is high, the perceived intrusiveness is significantly lower, the attitude toward the ad is significantly more positive and the attitude toward the brand in the video-ad is marginally significantly more positive. When there is overlap between the pre-roll video-ad and the final video the perceived intrusiveness is significantly lower. Finally an interaction effect was found: when the emotional appeal of the pre-roll video-ad is low, the attitude toward the ad is significantly more positive with overlap than without overlap.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63459
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