Brand recall of skippable vs non-skippable ads in YouTube
Abstract
Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall. Design/methodology/approach A neuroscientific pre-test supported...
Paper Details
Title
Brand recall of skippable vs non-skippable ads in YouTube
Published Date
Jan 10, 2020
Journal
Volume
44
Issue
3
Pages
545 - 562
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