The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement

Abstract

The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. Previous research has discussed the factors that affect customers' intention of skipping and ad irritation, centering around the duration of an ad, and whether the ad is skippable. However, no previous research had focused on the relationship between the intention of skipping and ad irritation that consumers experience. The research attempted to fill in the lacuna in the academic literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of ad-skipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation.

What Likeability Attributes Attract People to Watch Online Video Advertisements?

“…Fifth, novel idea represents advertisements that contain witty ideas and novel techniques. Few researchers have found that witty ads affect viewers' attitudes toward advertisements [24,48,49]. The identified keywords are witty, novel, fun, ridiculous, and charm.…”

The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan

“…Ad irritation refers to the extent to which a viewer perceives ad content and strategies as offensive and annoying [25]. Many studies have indicated that ad content (e.g., messy, untrue, and exaggerated), execution (e.g., goal interruption), and placement (e.g., appearing too frequently) can trigger viewers to perceive ad irritation [24][25][26][27][28]. These studies have pointed out that as long as viewers have a way to avoid ads (e.g., clicking skip-ad button), they will do so [22,23].…”

“…Thus, it is important to make ads valuable to viewers and thereby lead them to feel that watching ads is not "a waste of time" [11,30]. This solution requires that ad content carefully match viewers' interests or values based on their viewing behaviors [25,31]. However, matching all viewers' interests and preferences is very difficult.…”

“…requires that ad content carefully match viewers' interests or values based on their viewing behaviors [25,31]. However, matching all viewers' interests and preferences is very difficult.…”

Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform

“…The effects of advertising elements in social media, Facebook included, the intention to buy or click, and any other consumer actions that lead to a sale are a field that is studied well. The impact is found from the different ad elements, such as emotions evoking, especially positivity and humor (Taylor et al 2011;Wu et al 2018;Lee et al 2018), content informativeness level and type (Haj Eid et al 2020;Lutfie and Marcelino 2020), video ad length (Munsch 2021;Nettelhorst et al 2020;Raditya et al 2020), and content design (Al Kurdi and Alshurideh 2021;Xin Teo et al 2019). The importance in the same matters of information, entertaining content, advertising value, and being credible has also been confirmed by studies (Warsame et al 2021).…”