Consumer Reactions to Intrusiveness Of Online-Video Advertisements

By Kendall Goodrich, Shu Z. Schiller, Dennis F. Galletta. Journal of Advertising Research, 2015

145 citations recorded by the source corpus.

ABSTRACT Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/da65454b77fc26cd63871f1a4343c3a5f79c4b4e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Daniel Belanche
2. Carlos Flavián
3. Luis Vicente Casaló
4. Jeroen J. L. Schepers

In Sociology and Political Science

1. Daniel Belanche
2. Carlos Flavián
3. Alfredo Pérez-Rueda
4. Luis Vicente Casaló

Citations in the corpus

• Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads (2017, background): “…be interpreted from a different perspective, such as in terms of flow states and effective and ineffective strategies for affecting them, as appear in studies that analyze the moment-to-moment likeability of advertisements (Goodrich, Schiller, and Galletta 2015; Shehu, Bijmolt, and Clement 2016).”