DO YOU
RECOGNIZE
ITS BRAND?
The Effectiveness of Online In-Stream
Video Advertisements
Royston Chiam
Julian Stacho
CONTENTS & OVERVIEW
➤
Online in-stream video advertising
➤
➤
Internet Advertising will increase by 13,9%
➤
➤
Effects of ad length, ad position and ad-context congruity
TV ads grow by 2,5% per year
Video ad view volume increased by 47% from 2011 to 2012
➤
More than double the growth rate of video views (23%)
➤
Users watch more web-based video ads than ever
ONLINE VIDEO ADVERTISEMENT
➤
Online media is more attention-demanding
➤
Ad placement varies
➤
➤
Prior to the video (pre-roll)
➤
During the video (mid-roll)
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At the end of the video (post-roll)
Video ads were selected from YouTube as stimuli
➤
Fast forwarding is prevented
1. EFFECT OF AD LENGTH ON
RECOGNITION
➤ Length of television commercial has a positive effect on the
ad’s memorability
➤
➤
In radio, brand recall was significantly greater from 60seconds ads than from 30-seconds ads
Hypothesis 1: The length of in-stream video ads has a positive
effect on brand name recognition
2. EFFECT OF AD POSITION ON
RECOGNITION
➤ Online media is more interactive and attention-demanding
than offline media
➤
➤
➤
But viewers attention is limited and selective
Greater amount of attention encourages deeper processing of
the advertised message
➤
Sensory fatigue can occur during video viewing
➤
Response to the same stimulus will decrease
Hypothesis 2: Mid-roll video ads enhance brand name
recognition more effectively than pre-/post-roll video ads
3. EFFECT BETWEEN AD POSITION AND ADCONTEXT CONGRUITY
➤
People are more likely to notice stimuli that differ from other
stimuli around them
➤
Incongruent ads might be more prominent, stimulate more
internal processing and there fore be remembered better
➤
Effective advertising message requires both attention and
cognitive processing
➤
Internet users are more goal-oriented at the time of viewing
➤
When message passes through attentional gate, it transfers from
sensory memory to short-term memory
➤
Hypothesis 3: There are interaction effects between ad position
and ad-context congruity/incongruity on brand name recognition
MAIN STUDY
➤
240 Chinese students
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46% male, 54% female
➤
Randomly assigned to 12 conditions (20 each)
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18-34 years old
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68.3% undergraduates, 31,7% graduates
EXPERIMENTAL DESIGN
➤
Selecting video programs:
➤
3 themes - fashion, sports and IT
➤
Available metrics (use to determine interest)
➤
Product-related video content preferred
➤
6 HD video programs identified
➤
Language: Chinese
EXPERIMENTAL DESIGN
➤
Selecting video ads:
➤
No celebrity participation
➤
Only music and written language
➤
HD quality
➤
Clear exposure of brand logos
➤
No more than 30 seconds
➤
15 seconds (short), 30 seconds (long)
EXPERIMENTAL DESIGN
➤
Identifying ad-context congruity:
➤
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Different combinations of video programs and video ads
Stimuli:
➤
Pre-roll, mid-roll and post-roll
➤
On virtual website, Video channel
EXPERIMENTAL DESIGN
➤
Procedure:
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Computer laboratory
➤
Isolated from others
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Wore headsets
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Randomly assigned
EXPERIMENTAL DESIGN
➤
Measures:
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Brand recognition - select five among choices
➤
Recognition - dichotomous variable
➤
Ad familiarity - true/false question
➤
Brand familiarity, ad congruity, perception of product
placement - 7-point Likert-scale
RESULTS
➤
Hypothesis 1: supported
RESULTS
➤
Hypothesis 2 and 3: partially supported
4 THEORETICAL AND PRACTICAL
IMPLICATIONS
➤ 1. Ad length important for online video advertisement
➤
2. Provide empirical data on topic
➤
3. Advertisers activate memory network with short-term brand
recognition
➤
4. Effects of incongruent in-stream video ads depends on
position