The (In)Effectiveness of In-Stream Video Ads

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business Pub Date : 1900-01-01 DOI:10.4018/978-1-7998-1618-8.ch008

Tereza Semerádová, P. Weinlich

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引用次数: 6

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.

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流媒体视频广告的有效性

视频代表了在线内容中最常见的共享类型。这种媒体以互动和信息丰富的形式捕捉和传达信息的能力吸引了用户和广告商。广告平台正试图扩大提供的工具，以帮助广告商接触到潜在客户。因此，许多新的基于视频的广告形式正在被引入，包括实验性长度或尺寸的广告。然而，随着网络广告数量的不断增加，用户不得不面对对其实际营销效果的质疑。为了提供相关的答案，作者检查了13种类型的视频广告的表现，这些广告在30天的时间里产生了1155欧元的总利润。从财务、行为和反应三个角度分析广告效果。重点研究不同观看情境下的视频效果对潜在的广告盲目性现象的影响。

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Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

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