Intrusiveness of Online Video Advertising and Its Effects on Marketing Outcomes

Attitude toward the ad and attitude toward the website will be assessed, along with their logical consequences, intention to purchase the product and intention to revisit the website.

Abstract

Web developers have several decisions to make about presenting content and paying for that content with advertisements. In the video domain, many developers opt for video “pre-rolls” that present a brief 7 to 30 second advertisement that precedes longer video content that is of interest. Many characteristics of those ads will affect their intrusiveness; three main antecedents to intrusiveness will be manipulated: the length of the pre-roll, amount of information in the content, and amount of humor in that content. In turn, immediate consequences of intrusiveness, abandonment and ad recall will be investigated. Finally, attitude toward the ad and attitude toward the website will be assessed, along with their logical consequences, intention to purchase the product and intention to revisit the website. A panel of 1,200 adult web users will be consulted and results will be presented at ICIS.