The (In)Effectiveness of In-Stream Video Ads

Abstract

Video represents the most shared type of online content. The ability of this media to capture and convey a message in an interactive and informationally rich format has captivated both users and advertisers. Advertising platforms are trying to expand the offer of the tools that would help the advertisers to reach their potential customers. Therefore, many new video-based advertising formats are being introduced including ads with experimental length or dimensions. However, the increasing quantity of online advertisements the users have to face is raising questions about their actual marketing effectiveness. To provide relevant answers, authors examined the performance of 13 types of video ads that were implemented for a 30-day period and that generated 1 155 EUR overall profit. The advertising results are analyzed from three perspectives: financial, behavioral, and reactional. The main emphasis is put on the study of the video effectiveness depending on different viewing contexts with respect to the potential phenomenon of advertising blindness.

Impact of YouTube Advertising on Sales with Regression Analysis and Statistical Modeling: Usefulness of Online Media in Business

“…A number of venues are available for online marketing such as Facebook, YouTube, Twitter, Flickr, Pinterest, and Instagram [ 4 ]. Among the possible venues for online marketing, YouTube is one of the most effective platforms for online marketing (see Djafarova and Matson [ 5 ]; Pleyers and Vermeulen [ 6 ]; Semeradova and Weinlich [ 7 ]; Acikgoz and Burnaz [ 8 ]; and Al-Maroof et al [ 9 ]).…”