Limited-Interruption Advertising In Digital-Video Content: An Analysis Compares the Effects of "Midroll" Versus "Preroll" Spots and Clutter Advertising

Brechman, Jean M.; Bellman, Steven; Robinson, Jennifer A.; Rask, Amy; Varan, D.

doi:10.2501/jar-2016-001

Cited by 23 publications

(19 citation statements)

References 27 publications

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“…Firstly, mobile ad wearout influences perceived consumer irritation and consumer intrusiveness. It is worth noting that our findings are consistent with prior work (Brechman et al, 2016;Kronrod & Huber, 2019;Mahmoud, 2013;Tsai et al, 2011;Tucker, 2014). The present findings validate those tested for offline ad wearout and in western nations.…”

Section: Discussionsupporting

confidence: 92%

“…Consumer irritation towards ads and marketing messages is defined as being more negative than mere dislike; it is 'provoking, causing displeasure and momentary impatience' (Aaker & Bruzzone, 1985, p. 48). Ad content can cause irritation, such as from repetitive content, execution or placement, and with annoying pop-ups at private times or whilst chatting (Brechman et al, 2016;Duncan & Nelson, 1985;Royo-Vela & Meyer, 2016). Perceived consumer intrusiveness is the degree to which advertisements in a media vehicle interrupt the flow and goals of the viewer or consumer (Ha, 1996).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Schmidt and Eisend's (2015) meta-analysis showed that the effect of traditional advertising repetition on consumer attitude can have both positive (e.g., habituation, positive thoughts like loyalty and recommendations) and negative outcomes (e.g., anger, boredom, etc.). This has received additional support from past work (Brechman et al, 2016;Tsai et al, 2011;Tucker, 2014). These relationships have received little attention in the context of mobile ads.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Past scholars focused mostly on the positive outcomes of mobile ads (Tucker, 2014;Walrave et al, 2019), which misled marketing managers to think that repetition and high exposure to personalised mobile ads is a way to attract and retain consumers. However, mobile ads can be disturbing because of the nature of their execution (e.g., too loud or too long) or placement (e.g., too many or too frequent), and their execution process may cause unfavourable spillover effects on marketing and advertising efforts (Brechman, Bellman, Robinson, Rask, & Varan, 2016). The extant theoretical discussions illustrated that mobile ad wearout can cause privacy concerns, for example, intrusiveness and irritation amongst consumers.…”

Section: Introductionmentioning

confidence: 99%

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Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis

Alwreikat

Rjoub

2020

South African Journal of Business Management

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Research showed that marketers and advertisers in the United States will spend around $43.9 billion this year on mobile advertisements (ads) (Benes, 2019). Computing has become prevalent in personalised marketing, which is why mobile devices are highly individualised and are important personal communication tools (Bacile, Ye, & Swilley, 2014). Shawky, Kubacki, Dietrich and Weaven (2019) argued that less accessible consumer segments can be reached through social media and mobile platforms ads. Existing literature shows that Purpose: Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines, and walls, etc.). Intense competition among firms and brands resulted in repetitive exposures to Ads by consumers. Existing research on human-mobile interaction and end-user mobile management only highlights the positive fronts of repetitive exposures to mobile ads, ignoring the negative. The present study examines the effects of Mobile Ad Wearout on irritation, intrusiveness, engagement, and loyalty via social media outlets.Design/methodology/approach: Survey data were solicited from consumers in Jordan and partial least squares structural equation modeling (PLS-SEM) was applied on data (n = 388). Findings:The PLS-SEM results show that Mobile Ad Wearout is a strong determinant for increased perceived consumer irritation and intrusiveness. Intrusiveness resulted in lower levels of consumer engagement and higher levels of consumer loyalty. Irritation resulted in lower levels of consumer engagement; no changes were observed in consumer loyalty Practical implications:The study shows managers how Mobile Ad Wearout causes irritation and intrusiveness, which in turn diminishes consumer engagement and loyalty. In essence, managers can gain insights on the positive and negative outcomes of Mobile Ad Wearout.Originality/value: This study expands the conceptualization of repetitive mobile Ads by showing the negative fronts of mobile Ads. Implications for theory and practice offered, limitations and future research directions are discussed.

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Section: Discussionsupporting

confidence: 92%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis

Alwreikat

Rjoub

2020

South African Journal of Business Management

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“…Based on previous research conducted by Brechman et al, (2016) [21] mid-roll ads produced the highest brand recognition rates compared to pre-roll and post-roll video ads only if the ad context suitability was high. Consumers usually use social media with a specific purpose in mind, so introducing them to a piece of irrelevant information only makes them perceived that as a distraction and seek to consciously disengage from processing inappropriate information [22]. In other words, if the ad has a high congruence with video content on YouTube, it will a positively effect the value of the ad.…”

Section: Congruitymentioning

confidence: 98%

Analysing Youtube Mid-Rolls Advertising Factors on Watchers’ Purchase Intention of Online Travel Agent During Covid-19 Pandemy

Saputro¹,

Gunawan²,

Apriyansyah³

et al. 2022

Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)

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The use of mid-roll advertisements on YouTube keeps on increasing, along with the increasing number of YouTube viewers. Especially with the COVID-19 pandemic which has caused people to spend more and more time on social media such as YouTube. Online Travel Agent industry has been one of the business industries that has been significantly affected by COVID-19. Therefore, some OTA businesses have started using social media such as YouTube mid-roll ads as their marketing strategy. This study aims to (1) analyze the factors of YouTube mid-roll advertising (irritability, informativeness, entertainment, congruity) and their effect on the advertising value of online travel agent advertising on YouTube mid-roll; and (2) to evaluate the effect of YouTube advertising on online travel agent customers' purchase intentions. This study is a conclusive quantitative study with 190 respondents aged over 17 years. Data analysis was carried out using structural equation modelling (SEM) with AMOS software. The results show that entertainment, informativeness, and congruity have a significant positive effect on advertising value, while irritability does not have a significant negative effect on advertising value. On the other hand, advertising value affects consumer purchase intention positively and significantly.

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This article is… Consumer reactions to unfinished teasers for digital content

Mandler,

Cziehso,

Schaefers

et al. 2024

Psychology and Marketing

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To preview digital content and arouse consumers' interest, online providers often use short teasers designed in an unfinished form, such that the teaser begins a new sentence but does not finish it. These teasers aim to create curiosity and trigger consumption of the advertised content. However, we reveal that consumers' reactions to unfinished teasers are not always positive. The results from a qualitative pilot study and five experimental studies show that consumers react negatively to unfinished teasers for paid content, as demonstrated by reduced purchases. This effect reverses for free content, in that unfinished teasers lead to more consumption. We explain this reversal by showing that the barrier associated with paid content (i.e., the payment requirement) activates consumers' persuasion knowledge and suppresses any positive curiosity‐induced effects, which does not occur when content is available for free. These findings offer novel insights into the complexity of consumers' reactions to prevalent advertising techniques designed to promote content consumption in digital marketplaces.

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Limited-Interruption Advertising In Digital-Video Content: An Analysis Compares the Effects of "Midroll" Versus "Preroll" Spots and Clutter Advertising

Cited by 23 publications

References 27 publications

Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis

Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis

Analysing Youtube Mid-Rolls Advertising Factors on Watchers’ Purchase Intention of Online Travel Agent During Covid-19 Pandemy

This article is… Consumer reactions to unfinished teasers for digital content

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