Start Date
10-12-2017 12:00 AM
Description
The initiation of a video ad is of great importance to practitioners because it determines how a viewer first sees a video ad and may influence the effectiveness of the video ad. Currently, three initiating formats are widely adopted, namely click-to-play, full autoplay and silent autoplay. This study aims to understand and compare these three video initiating formats. Drawing on the psychological reactance theory and literature on arousal, attention and curiosity, we hypothesize that different video initiating formats lead to differences in viewers’ attention to, attitudes towards, and memory of a video ad. We then propose a lab experiment to test the hypotheses. Finally, potential theoretical contributions, practical implications and future research directions are discussed.
Recommended Citation
Miao, Xiaoyu and Jiang, Zhenhui Jack, "Does the Activation Make a difference? The Effects of Video Initiating Formats on Video Advertising Effectiveness" (2017). ICIS 2017 Proceedings. 16.
https://aisel.aisnet.org/icis2017/HCI/Presentations/16
Does the Activation Make a difference? The Effects of Video Initiating Formats on Video Advertising Effectiveness
The initiation of a video ad is of great importance to practitioners because it determines how a viewer first sees a video ad and may influence the effectiveness of the video ad. Currently, three initiating formats are widely adopted, namely click-to-play, full autoplay and silent autoplay. This study aims to understand and compare these three video initiating formats. Drawing on the psychological reactance theory and literature on arousal, attention and curiosity, we hypothesize that different video initiating formats lead to differences in viewers’ attention to, attitudes towards, and memory of a video ad. We then propose a lab experiment to test the hypotheses. Finally, potential theoretical contributions, practical implications and future research directions are discussed.