In-stream Video Research Articles

What Is behind In-Stream Advertising on YouTube? A Remote Neuromarketing Study employing Eye-Tracking and Facial Coding techniques.

Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself. Some of those are automatically introduced by the platform, such as the countdown timer and the time progress bar. In recent years, some authors started exploring the effects associated with the presence of such non-ad items, providing valuable findings. However, objective evaluation of viewers' visual attention is lacking in this context as well as emotional investigation. In addition, previous research showed how the manipulation of seemingly negligible details can yield dramatically different outcomes in the context of in-stream advertising. To extend knowledge, the authors explored the effects of the non-ad items' presence by employing eye-tracking and facial coding techniques in combination with self-reports in a between-subjects experimental design focusing on the YouTube 15-s, mid-roll, non-skippable in-stream ad format. Results showed that the ad format currently employed by YouTube performs worse than its equivalent without the non-ad items on all the investigated measures and than its equivalent in which the non-ad items' presence was experimentally reduced on facial coding disgust, self-reported disgust, ad irritation, and ad attitude. Managerial insights and challenges concerning the future of in-stream advertising and neuromarketing are highlighted.

The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study

Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and post-roll (before and after the program, respectively) ads. To elucidate how advertising content is encoded in the context of in-stream video advertising, we integrated two theoretical frameworks: the negative emotion–memory model (NEMM) and the limited capacity model of motivated–mediated message processing (LC4MP). We used electroencephalography (EEG) to assess negative emotions and bottom-up attention during advertisement viewing. The findings indicate that the first mid-roll ad induced negative emotions, but these feelings were attenuated during subsequent mid-rolls. In addition, negative emotions induced by mid-roll ads attenuated the role of bottom-up attention in the information encoding process. However, the pre- and post-roll ads were not accompanied by negative emotions; thus, bottom-up attention played a major role in the information encoding of these ads. The results also suggest that despite the negative emotions experienced during mid-rolls, such transient negative reactions did not affect purchase intention for the advertised products.

Study on viewer’s behaviour towards skippable you tube advertisement

Social media have become an important platform for companies to connect with their target audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. At first, advertising techniques were created for traditional media and explained by fundamental marketing theories. Due to the rapid growth of technologies, chronic advertising channels are switching broadcast direction to the Internet. Nowadays, significant advertising flow is held by social media, where YouTube keeps one of the highest positions.YouTube is the top website preferred for searching video content and watching videos on various topic. YouTube.com is penetrated heavily in our day to day lives. Despite of the age group, profession, religion or country we all are heavy consumers of YouTube content. Which made YouTube.com one of the best platforms to advertise different products and services.YouTube have various advertising formats and placements, one of the most highly used advertisements placement is Ins-stream videos ads. Instream video advertisements are the ads played at the initial part of the video.

Does in-Stream Video Advertising Work? Effects of Position and Congruence on Consumer Responses

The success of video streaming social networking sites (e.g., YouTube) is reliant upon savvy integration of advertising into massive amounts of user-generated content. These sites must weigh when, where, and how much advertising should be utilized to increase profit without causing irritation. This study examined two key variables related to streaming advertising (i.e., ad position and contextual congruence), and tested their impact on anger, perceptions of intrusiveness, and narrative engagement. Utilizing an online experiment (N = 327), we found that mid-roll ads led to higher levels of perceived intrusiveness and anger than pre-roll ads. Anger and perceived intrusiveness were shown to significantly mediate the effect of mid-roll ad placements on ad and brand attitudes, with anger also mediating purchase intention. Though narrative engagement did not mediate the relationship between ad placement and resulting outcomes, we identified a sequential anger-narrative engagement mediating effect that shaped ad and brand outcomes. Theoretical and practical implications are discussed.

The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance

PurposeThe primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.Design/methodology/approachA 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.FindingsThe results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.Practical implicationsThe findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.Originality/valueThe findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

Effects of self-brand congruity and ad duration on online in-stream video advertising

Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy

In-stream advertisements have become a popular choice of brands. However, limited studies have compared the attitudes of customers toward in-stream advertisement types, specifically, skippable advertisements and full-length advertisements. This study explores the attitudes of consumers toward both types of in-stream video advertising and their effect on shopping intention. A total of 289 responses for skippable advertisements and 270 responses for full-length advertisements were used to test hypotheses using the technique of partial least squares structural equation modeling (PLS-SEM). The findings showed that in skippable advertisements, the effect of irritation on attitude is less compared to full-length advertisements. For full-length advertisements, entertainment, advertising value, and emotional appeal significantly contribute to the creation of a positive attitude, whereas informativeness contributes to development of a positive attitude only for skippable advertisements. Further, the attitude toward advertising contributes to the intention to shop for both skippable and full-length advertising. This is the first study that provides comparative insights into the attitudes of consumers toward skippable advertising and full-length advertising. This study also highlights the relationship of emotional appeal and attitude to online video advertising. This research is useful to marketers and brand managers to create effective content strategies for in-stream online advertising.

Політика комунікацій в управлінні доходами

The article considers the role of advertising as one of the most efficient means of promoting goods to the market; the main types of Internet advertising are studied, their features are determined. The purpose of the article is to develop practical recommendations for trading enterprises to increase both the number of customers and the commercial income through the formation of a communications policy that is focused on «immediate» profit and involves a combination of traditional and new communication approaches or technologies. In the article, in view of the dynamics for 2017-2019, the proportion of Internet advertising by its types in Ukraine is examined and the largest concentrations of the companies’ investments into in-stream video (advertising that is broadcast in videos) along with banner advertising are identified. The essence of banner advertising is considered, the advantage of which is the maximum coverage of the customer audience, promptness, efficiency, quick memorization of brand, saving the budget, etc. The article investigates the requirements for an advertisement. The formation of communications policy is recommended according to the following technology: determining the goals of measures to promote products; formation of the content of advertisements; use of various, periodically modified means of communication and taking into account the geographical dispersion of customers, their age affiliation; use of non-digital communication channels and Digital communication channels; implementation of free advertising events and budgeting of current advertising events together with capital investments in website or online store; administration of advertising campaigns using application platforms, Google Adwords software, Google Search Console, Google Analytics, Look-alike, etc.; registration in numerous social networks and joining social communities; use of crowd marketing; updating the communicative component through guest posts, email newsletters, creating a video channel on YouTube, offers of goods in discount services. When managing the budget of an online store, it is proposed to use service dropshipping.

What Makes People Watch Online In-Stream Video Advertisements?

ABSTRACTThis study explored the factors that may influence the viewership of online in-stream video advertising on YouTube, based on viewing context, viewing device, advertising appeals, video characteristics, and user experience as a “prosumer” content creator. Although online viewers watched more mandatory full-length advertising than skippable advertising, the difference is very small, though statistically significant. Among the various online video viewing devices, the smartphone was the only device that facilitated online video advertising viewership. We found that the entertainment value of advertising tends to be stronger than personal relevance in predicting advertising viewership. In addition, advertising was more likely to be viewed by famous YouTube personalities and “prosumers” who actively produce and consume content on social media than by spectators who watch videos but never create content on YouTube. The results offer guidelines to advertisers on how to add value to their pre-roll online video ads (i.e., advertising before the video begins) and explain advertising viewership based on the advertisement itself and the viewing context.

The Effect of Ad Customization and Ad Variation on Internet Users' Perceptions of Forced Multiple Advertising Exposures and Attitudes

ABSTRACTWhat can make multiple forced online advertising exposures be perceived as more acceptable than they presently are to most viewers? This study investigates whether advertising customization and advertising variation influence Internet users' perceptions of multiple ad exposures and affect their attitudes toward the ads and the website in the context of in-stream video ad exposure. Using a 2 (ad customization: ad customization option versus no option) × 2 (ad variation: ad variation versus no ad variation) factorial experiment, the researcher noted that advertising content control through a customization feature was an influential factor that led to positive attitudes toward multiple exposures to the ads. In addition, the results showed the possibility that offering ad variation tended to induce users' positive attitudes with regard to multiple ad exposures. Furthermore, users' perceived intrusiveness of the advertisements and feelings of irritation seemed to play an underlying mechanism in this relationship with regard to the impact of ad variation and ad customization on advertising effectiveness. This study finding has theoretical and practical implications on advertising repetition in the forced online advertising interface.

The Effect Of Advertising Content Control On Advertising Effectiveness In The Different Forced Exposure Circumstance

ABSTRACTWith advances in new technology, various formats of online advertising (e.g., in-stream video advertising) often force e-consumers to watch the advertisement during their goal-oriented activities, and this advertising interruption often makes them feel intruded upon and irritated. To reduce such negative reactions toward involuntary advertising exposures, this study examines whether offering e-consumers the option to choose advertising content can influence ad effectiveness in different degrees of forced exposure circumstance. Using a 2 (advertising content control: customization option vs. no option) × 2 (level of forced exposure: pre-rolls vs. rich media banners) factorial experiment, the researcher noted that advertising customization features generate a greater sense of relevance and increased advertising memory, which in turn may lead to more positive attitudes toward the ad regardless of the levels of forced exposure. The findings have theoretical and practical implications on the use of involuntary advertising interruptions in the web interface.

Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

The effects of ad length, ad position, and ad-context congruity on brand name recognition in an online in-stream video advertising context were investigated. Video ads and video programs were selected from YouTube as stimuli. Findings from a laboratory experiment indicate that long ads enhance recognition. Mid-roll ads lead to better brand name recognition than pre-roll and post-roll ads because of attention spillover. However, a mid-roll ad is futile when the ad is unrelated to the video content. In contrast, post-roll ads can improve brand name recognition in an incongruent context.

Influence of Resolution and Frame Rate on the Linear In-Stream Video Ad QoE

Abstract: An increasing number of services and facilities that are of interest to users is based on video streaming. Technical characteristics of video have a strong impact on the quality of a video streaming service and its perception by users. The most important measure of quality, which focuses on the user, is the Quality of Experience (QoE). Given that video advertising is a typical video streaming application, it is necessary to analyze the effect of the change of video characteristics on the QoE. This paper examines the impact of resolution and frame rate change on the QoE level by using objective and subjective QoE metrics. It also looks at the possibility of mapping the objective QoE metrics into subjective ones, if the QoE in Internet video advertising is analyzed. It was demonstrated that the values obtained by the objective assessment of quality can be mapped to the results obtained by subjective assessment of quality when the quality of experience of linear in- stream video ads is analyzed. The results indicate that temporal aspects of video quality assessment, e.g. influence of resolution and frame rate change to the level of the QoE, can be achieved by implementation of objective methods. Therefore, quality of experience can be improved by the proper selection of video characteristics values.

CAVVA: Computational Affective Video-in-Video Advertising

Advertising is ubiquitous in the online community and more so in the ever-growing and popular online video delivery websites (e.g., YouTube). Video advertising is becoming increasingly popular on these websites. In addition to the existing pre-roll/post-roll advertising and contextual advertising, this paper proposes an in-stream video advertising strategy-Computational Affective Video-in-Video Advertising (CAVVA). Humans being emotional creatures are driven by emotions as well as rational thought. We believe that emotions play a major role in influencing the buying behavior of users and hence propose a video advertising strategy which takes into account the emotional impact of the videos as well as advertisements. Given a video and a set of advertisements, we identify candidate advertisement insertion points (step 1) and also identify the suitable advertisements (step 2) according to theories from marketing and consumer psychology. We formulate this two part problem as a single optimization function in a non-linear 0-1 integer programming framework and provide a genetic algorithm based solution. We evaluate CAVVA using a subjective user-study and eye-tracking experiment. Through these experiments, we demonstrate that CAVVA achieves a good balance between the following seemingly conflicting goals of (a) minimizing the user disturbance because of advertisement insertion while (b) enhancing the user engagement with the advertising content. We compare our method with existing advertising strategies and show that CAVVA can enhance the user's experience and also help increase the monetization potential of the advertising content.

Empowering Online Advertisements by Empowering Viewers with the Right to Choose

<h3>ABSTRACT</h3> In 2010, YouTube introduced TrueView in-stream advertising—online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing. Google sought to compare these “skippable” in-stream advertisements to the conventional (non-skippable) in-stream video advertising formats, using a new advertising effectiveness metric based on the propensity to search for terms related to advertising content. Google9s findings indicated that skippable video advertisements may be as effective on a per-impression basis as traditional video advertisements. In addition, data from randomized experiments showed a strong implied viewer preference for the skippable advertisements. Taken together, these results suggest that formats like TrueView in-stream advertisements can improve the viewing experience for users without sacrificing advertising value for advertisers or content owners.

Growth rates of wild stream‐dwelling Atlantic salmon correlate with activity and sex but not dominance

Summary 1 It is generally assumed that high social status confers benefits such as increased resource acquisition and growth rate, higher survival and/or increased reproductive output relative to subordinate individuals. 2 The hypothesis that dominant juvenile Atlantic salmon would have higher growth rates than subordinates in a flow-regulated natural stream was tested. Over 2 years, seven groups of eight size-matched wild fish were tagged with passive integrated transponders (PIT tags) and assessed for dominance using a serial removal method. Fish were then introduced together into an enclosed stretch of stream and allowed to forage freely for 14 days. Their use of space was recorded by an array of eight in-stream detectors. Using in-stream video recording, a correlation between dominance measured prior to and during the trials was confirmed. 3 Contrary to our hypothesis, there were no significant correlations between dominance status and specific growth rate. 4 Mean growth rate varied significantly between trials. In females, growth declined from May through to August. Maturing male fish exhibited a prepubertal growth spurt during June and July when their rates of growth significantly exceeded those of females. 5 There were significant positive relationships between rates of movement and growth of both sexes. Each salmon generally used only a restricted portion of the stream but there were considerable overlaps between the home ranges of individuals. 6 Sampling over space and time on two occasions revealed complex variations in rankings of patches with respect to the abundance of drifting invertebrates of aquatic and terrestrial origin. 7 Our data are consistent with the hypothesis that a high degree of unpredictability in food supply results in correlation between growth and movement but not the ability to dominate high-quality feeding patches exclusively. Variation in growth between and within sexes might result from trade-offs between the costs (e.g. increased predation risk) and benefits (increased food acquisition rate) of sampling movements. The marked prepubertal growth spurt in maturing males is consistent with a strong advantage of large size of male parr during spawning.