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Article
Consumer Reactions to Intrusiveness of Online-Video Advertisements
Journal of Advertising Research
  • Kendall Goodrich, Wright State University - Main Campus
  • Shu Z. Schiller, Wright State University - Main Campus
  • Dennis Galletta
Document Type
Article
Publication Date
3-1-2015
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.
DOI
10.2501/JAR-55-1-037-050
Citation Information
Kendall Goodrich, Shu Z. Schiller and Dennis Galletta. "Consumer Reactions to Intrusiveness of Online-Video Advertisements" Journal of Advertising Research Vol. 55 Iss. 1 (2015) p. 37 - 50 ISSN: 00218499
Available at: http://works.bepress.com/shu_schiller/12/