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Conference Paper: Does the Activation Make a difference? The Effects of Video Initiating Formats on Video Advertising Effectiveness
| Title | Does the Activation Make a difference? The Effects of Video Initiating Formats on Video Advertising Effectiveness |
|---|---|
| Authors | |
| Keywords | Video initiating format Perceived intrusiveness Distraction Autoplay Attention Video advertising |
| Issue Date | 2018 |
| Publisher | Association for Information Systems. The Journal's web site is located at https://aisel.aisnet.org/icis/ |
| Citation | ICIS 2017: Transforming Society with Digital Innovation, 2018 How to Cite? |
| Abstract | 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. |
| Persistent Identifier | http://hdl.handle.net/10722/270375 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Xiaoyu, Miao | - |
| dc.contributor.author | Jiang, Zhenhui | - |
| dc.date.accessioned | 2019-05-27T03:57:27Z | - |
| dc.date.available | 2019-05-27T03:57:27Z | - |
| dc.date.issued | 2018 | - |
| dc.identifier.citation | ICIS 2017: Transforming Society with Digital Innovation, 2018 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/270375 | - |
| dc.description.abstract | 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. | - |
| dc.language | eng | - |
| dc.publisher | Association for Information Systems. The Journal's web site is located at https://aisel.aisnet.org/icis/ | - |
| dc.relation.ispartof | ICIS 2017: Transforming Society with Digital Innovation | - |
| dc.subject | Video initiating format | - |
| dc.subject | Perceived intrusiveness | - |
| dc.subject | Distraction | - |
| dc.subject | Autoplay | - |
| dc.subject | Attention | - |
| dc.subject | Video advertising | - |
| dc.title | Does the Activation Make a difference? The Effects of Video Initiating Formats on Video Advertising Effectiveness | - |
| dc.type | Conference_Paper | - |
| dc.identifier.scopus | eid_2-s2.0-85041706835 | - |