Consumer Reactions to Intrusiveness Of Online-Video Advertisements

Goodrich, Kendall; Schiller, Shu Z.; Galletta, Dennis F.

doi:10.2501/jar-55-1-037-050

Cited by 126 publications

(49 citation statements)

References 7 publications

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“…For this reason, perception of advertising intrusiveness tends to evoke negative emotional reactions, such irritation and annoyance, with advertising (Edwards et al, 2002). In the context of online goal-oriented tasks, consistent evidence shows that perceived intrusiveness of advertising leads to more negative attitudes toward online advertising (e.g., Goodrich et al, 2015;Morimoto and Chang, 2009). Thus we posit:…”

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confidence: 99%

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

Redondo

Aznar

2018

Telematics and Informatics

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The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users' perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising's pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising's intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users' experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated.

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confidence: 99%

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

Redondo

Aznar

2018

Telematics and Informatics

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“…While no research we are aware of examines how removing sound affects consumers, it is reasonable to assume that it will decrease ad effectiveness. Consumers are especially prone to avoid ads online, since they are in a goal-directed state (Cho and Cheon, 2004;Edwards et al, 2002;Goodrich, Schiller and Galletta, 2015;Korgaonkar and Wolin, 1999). Online consumers see ads as slowing achievement of their goals, making them even less motivated to view advertisements (Cho and Cheon, 2004;Duff and Faber, 2011;Edwards et al, 2002).…”

Section: The Absence Of Sound: Impact and Potential Remediesmentioning

confidence: 99%

Strategies for Creating Successful Soundless Video Advertisements

Campbell

Pearson

2018

JAR

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Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media. In many of these contexts ads are typically viewed without sound, possibly impacting their effectiveness and meaning. In this paper we draw on advertising and screen media research, analyze ads drawn from both articles and an agency dataset, and also interview advertising professionals experienced with soundless video in order to build novel understanding of the phenomenon of soundless advertising. Our analysis reveals four strategies and associated operational tactics that advertisers can employ to develop more successful ads for soundless environments. Management Slant • Video ads created for a sound-on environment typically do not perform well when viewed without sound, and subtitles are typically not an effective solution. • In order to be successful in an online environment, video advertising should be designed assuming it will be played soundlessly. • Silence removes an important source of information for viewers and necessitates the use of compensatory strategies to remain effective. • Advertising testing should be conducted with sound both on and off.

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“…Ad intrusiveness is defined as "the degree to which advertisements in a media vehicle interrupt the flow of an editorial unit" (Goodrich et al, 2015). For the advertiser, higher intrusiveness will lead to greater abandonment by the customer seeing the advertisement.…”

Section: Ad Intrusivenessmentioning

confidence: 99%

The Study of Consumer Preferences and Advertising Effectiveness Analysis Towards Studio Hikari Instagram Story Video Ads

Fakhradyan

2021

jsr

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Currently, one of the fastest-growing platforms for advertisement is Instagram stories. With this relatively new format, Studio Hikari is having difficulties in developing an effective advertisement for its Instagram stories. This research aims to understand factors that influence viewer preferences toward Instagram stories advertisement, assess the Instagram story advertising effectiveness, and give recommendations to Studio Hikari regarding their upcoming advertisement in an Instagram story. This study was conducted with an online survey method, to test the advertising preferences and effectiveness of 7 different planned Instagram story advertisements from Studio Hikari that has a unique combination of three variables (duration, color of background, level of informativeness). The result of this study shows that the most preferred combination is the Instagram story with a duration of 15 seconds, yellow background color, and a medium level of informativeness. For advertising effectiveness, it is found that there is a significant difference between ad effectiveness and the 7 Instagram stories advertisement. The limitations of this research are that the number of variables tested are limited, which is only 3 variables, and all of the respondents are Studio Hikari's target market.

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Consumer Reactions to Intrusiveness Of Online-Video Advertisements

Cited by 126 publications

References 7 publications

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

Strategies for Creating Successful Soundless Video Advertisements

The Study of Consumer Preferences and Advertising Effectiveness Analysis Towards Studio Hikari Instagram Story Video Ads

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