Consumer Reactions to Intrusiveness of Online-Video Advertisements

Kendall Goodrich; Shu Z. Schiller; Dennis Galletta

doi:10.2501/JAR-55-1-037-050

Consumer Reactions to Intrusiveness of Online-Video Advertisements

Kendall Goodrich, Shu Z. Schiller, Dennis Galletta

Wright State University

Research output: Contribution to journal › Article › peer-review

Abstract

Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.

Original language	American English
Journal	Journal of Advertising Research
Volume	55
DOIs	https://doi.org/10.2501/JAR-55-1-037-050
State	Published - Mar 1 2015

Disciplines

Business
Management Information Systems
Operations and Supply Chain Management

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10.2501/JAR-55-1-037-050License: Unspecified

Cite this

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title = "Consumer Reactions to Intrusiveness of Online-Video Advertisements",

abstract = " Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.",

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AB - Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.

UR - https://corescholar.libraries.wright.edu/infosys_scm/35

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JO - Journal of Advertising Research

JF - Journal of Advertising Research

ER -

Consumer Reactions to Intrusiveness of Online-Video Advertisements

Abstract

Disciplines

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