If a Picture is Worth 1000 Words, How Much is a Video Worth: The Influence of Ad Format on Ticket Purchasers’ Ad Clicks

Q2 Business, Management and Accounting Journal of Promotion Management Pub Date : 2023-11-09 DOI:10.1080/10496491.2023.2279767

Kristin Stewart, Vassilis Dalakas, Danielle Eells

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Abstract

AbstractAs social media advertising spending continues to rise, marketers’ understanding of how to enhance the effectiveness of these ads must also continue to expand. Utilizing an online experiment and a field study, we test the effect of different formats of Facebook ads (image vs. video) on sports advertising effectiveness (e.g. clicks to purchase tickets). Specifically, this research compares the effect of image ads, video ads, and carousel ads for a Major League Baseball team on page engagement and clicks to purchase game tickets. Vividness and fit theory are both examined as explanations. Results showed that the image ads performed the best in terms of clicks for purchase because of perceived vividness. Interestingly, the video ads only worked best for generating engagement for the social media page itself. Implications for marketing practice and research are provided.Keywords: social mediaadvertisingbaseballclicks to purchase engagementFacebookimage advideo ad Disclosure statementNo potential conflict of interest was reported by the author(s).

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如果一张图片胜过1000个单词，那么一个视频价值多少?广告形式对购票者广告点击的影响

随着社交媒体广告支出的持续增长，营销人员对如何提高这些广告效果的理解也必须继续扩大。利用在线实验和实地研究，我们测试了不同形式的Facebook广告(图像与视频)对体育广告效果的影响(例如点击购买门票)。具体来说，这项研究比较了美国职业棒球大联盟球队的图像广告、视频广告和旋转木马广告对页面参与度和购买比赛门票的点击量的影响。生动性理论和拟合理论都作为解释进行了检验。结果显示，由于感知到的生动性，图像广告在点击购买方面表现最好。有趣的是，视频广告只有在为社交媒体页面本身创造参与度时才最有效。为营销实践和研究提供了启示。关键词:社交媒体广告棒球点击购买参与度facebook图片广告披露声明作者未报告潜在的利益冲突

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.