Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

@article{Li2015DoYR,
  title={Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements},
  author={H. Li and Huiyi Lo},
  journal={Journal of Advertising},
  year={2015},
  volume={44},
  pages={208 - 218}
}
The effects of ad length, ad position, and ad-context congruity on brand name recognition in an online in-stream video advertising context were investigated. Video ads and video programs were selected from YouTube as stimuli. Findings from a laboratory experiment indicate that long ads enhance recognition. Mid-roll ads lead to better brand name recognition than pre-roll and post-roll ads because of attention spillover. However, a mid-roll ad is futile when the ad is unrelated to the video… Expand
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