Information consistency as response to pre-launch advertising communications: The case of YouTube trailers

Abstract

IntroductionPre-launch advertising communications are critical for the early adoption of experiential products. Often, companies release a variety of advertising messages for the same product, which results in a lack of information consistency. Research on the effect of advertising communications with different message content is scarce. Further, most studies on information consistency rely on experimental methods, leaving the actual effect of consumer response on product adoption unknown.MethodsTreating online comments to movie trailers as consumer response to advertising communication, we propose a natural language processing methodology to measure information consistency. We validate our measurement through an online experiment and test it on 1.3 million YouTube comments.ResultsOur empirical results provide evidence that information consistency driven by trailer-viewing is a key driver of opening box office success.DiscussionInsights deriving from this study are important to marketing communications research, especially in contexts where early product adoption is critical.

AI-Driven Personalization in eCommerce Advertising

“…The case studies selected span different sectors, each demonstrating the effective use of AI in advertising. 1) Movie Industry: A study on pre-launch advertising communications for movies used natural language processing to analyze online comments on movie trailers, revealing that information consistency in trailers is a key driver of box office success [16].…”

“…The use of AI to analyze viewer responses to trailers allowed for adjustments in marketing strategies, leading to increased box office revenue [16].…”

Research on Advertising Volume, Pricing and Promotion Strategies of the Online Video Platform

“…Xue et al [19] analyzed that the pricing strategy of online short Research on the advertising and promotional aspects of media based programs has focused on areas such as film and television. For instance, Julia et al [8] and Lee et al [9] argued that pre-launch promotion of experiential products such as movies is crucial, and that advance promotion is a key driver influencing the success of a movie's premiere at the box office. Franses [7] proposed that a revenue model for movie box office, the results of the study showed that consumers based on intrinsic motivation are attracted by trailers, advertisements before the release of the movie resulting in the peak of the movie box office tends to occur in the first week and then the new revenues slowly disappear.…”