在线流媒体视频服务中的颠覆性与非颠覆性广告

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-03-23 DOI:10.2501/jar-2023-006

Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu

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引用次数: 2

摘要

YouTube和其他视频共享平台人气飙升。然而，这些频道上的破坏性广告却不那么受欢迎。本研究调查了破坏性广告与非破坏性广告对广告效果以及消费者对广告和媒体内容的感知的影响。作者还评估了这些广告在不同的内容环境中是否具有不同的效果，例如叙事内容与非叙事内容。他们在一项包括506名美国参与者的3（广告投放）×2（内容类型）实验中测试了两组相互竞争的假设（干扰与溢出）。研究结果对这些频道的广告商具有重要意义。

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Disruptive versus Nondisruptive Advertising In Online Streaming Video Services

YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels. This study investigates the impact of disruptive versus nondisruptive advertisements on advertising effectiveness and on consumers’ perceptions of the advertisements and media content. The authors also assessed whether these advertisements have different effects in different content environments such as narrative content versus nonnarrative content. They tested two competing sets of hypotheses (disruption versus spillover) in a 3 (Advertisement Placement) × 2 (Content Type) experiment that included 506 U.S. participants. The results have important implications for advertisers on these channels.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.