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Consumer Reactions to Intrusiveness Of Online-Video Advertisements: Do Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes
Abstract and Figures
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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... Online video advertising has experienced rapid growth in recent years, captivating the attention of advertisers and marketers seeking to leverage its potential for reaching a wide audience (Hühn et al. 2017). Nonetheless, amidst this surge, there appears to be a lack of comprehensive consideration regarding the potential negative ramifications associated with this advertising approach (Goodrich, Schiller, and Galletta 2015). Such oversight raises concerns about the overall effectiveness and impact of online video ads, necessitating a deeper inquiry into this matter. ...
... As advertisers strive to maximize revenue, they continuously employ new techniques and platforms, including telecasting a greater number of ads (Goodrich, Schiller, and Galletta 2015). In response, consumers have developed strategies to evade and skip these ads, as they perceive them to be intrusive and irrelevant to their content consumption experience (Jeon et al. 2019). ...
... Previous research has shed light on factors influencing ad skipping behavior. Goodrich, Schiller, and Galletta (2015) found that certain affective ad characteristics, both basic and complex, contribute to increased or decreased skipping tendencies. Attention-grabbing tactics used in ads have also been associated with higher skipping tendencies (Campbell et al. 2017). ...
... According to Goodrich et al. (2015) [17] , an advertisement that is considered disruptive will create a perception of anger and resentment, causing a negative perception of an advertisement. Goodrich et al. (2015) [17] showed that the higher the perceived goal impeding, the more positive the ad avoidance behavior caused by the advertisement. ...
... According to Goodrich et al. (2015) [17] , an advertisement that is considered disruptive will create a perception of anger and resentment, causing a negative perception of an advertisement. Goodrich et al. (2015) [17] showed that the higher the perceived goal impeding, the more positive the ad avoidance behavior caused by the advertisement. ...
... According to Goodrich et al. (2015) [17] , an advertisement that is considered disruptive will create a perception of anger and resentment, causing a negative perception of an advertisement. Goodrich et al. (2015) [17] showed that the higher the perceived goal impeding, the more positive the ad avoidance behavior caused by the advertisement. Avoiding advertising is also followed by a negative attitude towards the brand, resulting in decreased purchase intentions. ...
Indonesia is the third-largest country that utilizes ad blockers, despite online advertising there expanding quickly. In addition to consumers generally viewing
internet use as common. This study aimed to examine how prior bad experiences and perceived goal impediments affect online advertisement avoidance. Students who used the internet the most during the Covid-19 pandemic in 2021 were chosen as research participants. The F-test demonstrated that perceived aim hindrance, advertisement clutter, and prior terrible experience all impacted advertisement
avoidance simultaneously using the Partial Least Square - Structural Equation Modeling (PLS-SEM) technique. The results are anticipated to guide marketing professionals and businesses in choosing how to develop and arrange adverts that are precisely on target without upsetting internet users. The results of this study should help policymakers assess how to create a welcoming and secure online environment.
... Studies on online ad avoidance have examined the impact of consumer behaviour in various advertising formats, but factors influencing pre-roll video ad avoidance remain insufficiently understood (Cho & Cheon, 2004;Goodrich et al., 2015;Kelly, Kerr& Drennan, 2010). Existing research typically focuses on skippable pre-roll ads, assuming they are less intrusive because they give viewers a sense of control (Belanche et al., 2017). ...
Programmatic advertising operates within a surveillance framework that monitors consumer behaviour and generates personalised content to deliver more targeted advertisements to audiences. While this framework analyses large-scale data from users and has the potential to enhance the relevance of advertisements, it can also negatively impact the user experience. This study examines the factors influencing avoidance behaviours towards pre-roll video advertisements by analysing the relationships between perceived marketing surveillance, ad clutter, skippable ad irritation, and perceived autonomy. For this purpose, data collected from 547 participants were analysed using structural equation modelling (SEM). The study's findings show that increasing the relevance of advertisements mitigates surveillance-induced negative attitudes and reduces viewers' tendency to avoid skippable ads. The results underscore the importance of granting viewers greater autonomy to improve the user experience and minimise ad avoidance. Furthermore, the study highlights the necessity of developing more balanced and ethical advertising strategies that enhance consumers' sense of control and alleviate the intrusive effects of programmatic advertising's surveillance nature.
... Because message length can influence message perception and processing (Goodrich et al., 2015), we utilized it as a control. Length information was captured from the video recordings by members of the research team and indexed in seconds (range = 7-122): 4% of the 91 messages were 14 seconds or less, 6% were between 15 and 29 seconds, 65% between 30 and 59 seconds, 19% between 60 and 89 seconds, and 7% between 90 and 122 seconds. ...
... According to Hong and Cho (2023), the widespread endorsement of smartphone-based digital contact tracing for COVID-19 containment by governments and organizations globally has been met with resistance due to public privacy concerns, exacerbating perceived threats. In a similar vein, Goodrich et al. (2015) stated that when consumers perceive an ad as intrusive, they from negative attitudes toward the ad. Research by Jelov� can et al. (2021) supports the idea that privacy intrusion positively influences perceived threats, particularly in the context of protection motivation on social networking sites. ...
Purpose
Drawing on protection motivation theory (PMT), this study aims to explore the factors that enhance cybersecurity awareness among online banking users in Malaysia. More specifically, it investigates the influences of perceived vulnerability, perceived severity, technical knowledge, privacy intrusions and privacy awareness on perceived threats and then examines the effects of perceived threats, along with response efficacy and self-efficacy, on cybersecurity awareness, considering the moderating role of fear of cyberattacks.
Design/methodology/approach
A survey-based research approach was applied, and the hypotheses were tested using a sample of 324 respondents, employing partial least squares structural equation modeling (PLS-SEM).
Findings
The results show that perceived vulnerability, perceived severity, privacy intrusions and privacy awareness significantly influence perceived threats, while technical knowledge does not influence perceived threats. Furthermore, it was found that response efficacy and self-efficacy both enhance cybersecurity awareness, while perceived threats have no influence on it. Finally, our research confirmed the moderating role of fear of cyberattacks in the relationship between self-efficacy and cybersecurity awareness.
Practical implications
For individuals, the study highlights the significance of fear, privacy awareness and response efficacy in shaping cybersecurity perceptions, paving the way for enhanced and tailored awareness programs. Moreover, the understanding of relationships between perceived threats, response efficacy and self-efficacy empowers individuals to craft personalized risk mitigation strategies, fostering confidence in navigating the digital landscape. Businesses can leverage the insights for informed design of employee training programs and data-driven decision-making in cybersecurity investments. Government entities, recognizing the nuanced relationship between perceived threats and cybersecurity awareness, are encouraged to formulate context-specific policies and foster cross-sector collaboration for comprehensive cybersecurity initiatives.
Originality/value
This research extends PMT by incorporating additional antecedent variables – namely, technical knowledge, privacy intrusions and privacy awareness within the online banking context that have been overlooked thus far. Furthermore, it delves into the unique role of fear of cyberattack as a moderating variable, thereby enhancing our understanding of PMT.
... Research focused on ads has explored the impact of ad characteristics, such as length and content, and interactions between ads, such as the number of ads within a break, on outcomes like brand recall (Goodrich et al. 2015). Prior work exploring both ad and content video characteristics has studied the impact of ad relevance (e.g., showing a Ford ad in a video about Formula 1 racing) and ad congruence on performance. ...
This paper paper develops a theory-based, explainable deep learning convolutional neural network (CNN) classifier to predict the time-varying emotional response to music. We design novel CNN filters that leverage the frequency harmonics structure from acoustic physics known to impact the perception of musical features. Our theory-based model is more parsimonious, but provides comparable predictive performance to atheoretical deep learning models, while performing better than models using handcrafted features. Our model can be complemented with handcrafted features, but the performance improvement is marginal. Importantly, the harmonics-based structure placed on the CNN filters provides better explainability for how the model predicts emotional response (valence and arousal), because emotion is closely related to consonance--a perceptual feature defined by the alignment of harmonics. Finally, we illustrate the utility of our model with an application involving digital advertising. Motivated by YouTube mid-roll ads, we conduct a lab experiment in which we exogenously insert ads at different times within videos. We find that ads placed in emotionally similar contexts increase ad engagement (lower skip rates, higher brand recall rates). Ad insertion based on emotional similarity metrics predicted by our theory-based, explainable model produces comparable or better engagement relative to atheoretical models.
Consumers increasingly employ ad-blocking tools and exhibit resistance to traditional marketing tactics, causing significant losses for digital publishers. This study examines the effects of ad clutter and ad intrusiveness on advertising avoidance behavior among social media users, emphasizing the mediating roles of perceived goal impediment and social media fatigue. Utilizing reactance theory and cognitive load theory, the research reveals that ad clutter negatively impacts user attention and recall, contributing to heightened ad avoidance. A survey of 358 social media users indicates that both ad clutter and intrusiveness significantly influence users’ perceptions of goal impediment and social media fatigue, which in turn affect their likelihood to avoid ads. The findings enhance the understanding of how excessive and intrusive advertising diminishes user engagement and satisfaction on social media platforms, providing actionable insights for marketers aiming to optimize their advertising strategies in increasingly cluttered digital environments.
This research conducts a scoping review on the application of machine learning (ML) in social media marketing, an increasingly pivotal area in digital marketing strategies. Machine learning plays a crucial role in analyzing user data, identifying consumer behavior, personalizing content, and optimizing marketing campaigns. Through a systematic search of academic journals, conference proceedings, and other relevant sources, this review identifies and synthesizes studies that explore the use of ML in social media marketing. The selected studies are analyzed to provide a comprehensive overview of ML's impact and applications within this domain. Key findings highlight the significant role of ML in enhancing personalization, improving user engagement, and driving more effective marketing strategies. However, challenges such as data privacy concerns, algorithmic biases, and the need for greater transparency are also noted. The practical implications for marketers include the importance of ethical practices in data handling, algorithm development, and consumer trust-building. Additionally, this review identifies gaps in the current literature and suggests directions for future research, offering valuable insights for both researchers and practitioners aiming to leverage machine learning in social media marketing.
This paper develops a theory-based, explainable deep learning convolutional neural network classifier to predict the time-varying emotional response to music.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators. (46 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Pictures that exemplify verbal product attribute information in an ad are argued to enhance ad recall only when the verbal information is of low imagery. When the verbal information is of high imagery, self-generated images are expected to minimize the effect of externally provided pictures on the recall of verbal information.
This paper provides a framework for collecting, analyzing, and interpreting purchase intentions data.
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
On the basis of 17 characteristics of 100 Belgian radio commercials (amount of information and brand quotes, humour, emotionality, eroticism, music, action-impulse, and so on), three types of radio spot were identified: image-dominant and emotional/creative spots, information-dominant and emotional/creative spots, and information-dominant and non-emotional/not creative spots. The affective and cognitive attitudes towards each commercial, as well as attitudes towards the brands and purchase intentions, were measured in a sample of 100 respondents. Overall, the information-dominant, emotional/ creative type of commercial resulted in the most positive attitudes towards ads and brands. The other two types of ad performed less well. The components of the attitude towards the ads were strongly correlated with the attitude towards the brands. In particular, the affective reactions and, to a lesser extent, the perceived degree of informative-ness of an ad significantly explained attitude towards the brand.