Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

Published on Feb 1, 2017in Journal of Interactive Marketing
· DOI :10.1016/J.INTMAR.2016.06.004
Daniel Belanche16
Estimated H-index: 16
(University of Zaragoza),
Carlos Flavián51
Estimated H-index: 51
(University of Zaragoza),
Alfredo Pérez-Rueda6
Estimated H-index: 6
(University of Zaragoza)
Interactive online media are an increasingly preferred format for users and advertisers, and skippable online video advertisements are common on social media networks such as YouTube. The specific features and influences of this interactive marketing tool demand further consideration. Focusing on effective tactics, this article investigates the influence of introducing high-arousal and low-arousal stimuli on skippable ad effectiveness (i.e., ad acceptance, ad attitude, brand attitude, and ad intrusiveness), with the potential moderation of context congruency and product involvement. A pretest and three studies confirm that high-arousal ads are watched for longer time and are more effective in congruent contexts. Users' product involvement determines the intrusiveness of high- and low-arousal skippable ads. These findings, along with their practical implications for this novel setting, provide further directions for research too.
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