{"title":"The Impact of Ad Customization and Content Transportation on the Effectiveness of Online Video Advertising","authors":"Y. Huang, T. Waddell","doi":"10.1080/10641734.2019.1626304","DOIUrl":null,"url":null,"abstract":"Abstract This study examined how ad customization and content transportation influence the effectiveness of online video advertising. A between-subjects experiment (N = 113) found that the effect of ad customization on ad and brand attitude was moderated by transportation elicited by the video content, such that ad choice heightened ad and brand attitude under a low level of transportation but decreased ad and brand attitude under a high level of transportation. Customization reduced perceived ad intrusiveness but also decreased brand recall. Finally, customization affected ad and brand attitude indirectly through raised sense of control and perceived relevance.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":4.2000,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1626304","citationCount":"8","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2019.1626304","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 8
Abstract
Abstract This study examined how ad customization and content transportation influence the effectiveness of online video advertising. A between-subjects experiment (N = 113) found that the effect of ad customization on ad and brand attitude was moderated by transportation elicited by the video content, such that ad choice heightened ad and brand attitude under a low level of transportation but decreased ad and brand attitude under a high level of transportation. Customization reduced perceived ad intrusiveness but also decreased brand recall. Finally, customization affected ad and brand attitude indirectly through raised sense of control and perceived relevance.
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