Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements
作者： Hao Li , Hui-Yi Lo
DOI: 10.1080/00913367.2014.956376
关键词:
摘要: The effects of ad length, position, and ad-context congruity on brand name recognition in an online in-stream video advertising context were investigated. Video ads programs selected from YouTube as stimuli. Findings a laboratory experiment indicate that long enhance recognition. Mid-roll lead to better than pre-roll post-roll because attention spillover. However, mid-roll is futile when the unrelated content. In contrast, can improve incongruent context.
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