Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions

Sabrina Hegner, Sabrina M. Hegner, Daniel C. Kusse, Adriaan T.H. Pruyn

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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Abstract

The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi, 2012). One specific online advertising format that is growing very rapidly is online video advertising. This advertising format owes its explosive growth to the rapid acceleration of online video viewing and is currently the fastest growing advertising format (eMarketer, 2012; Science Daily, 2013). A comparative study indicates that online video ads show a higher impact on recall and ad likeability than TV ads (IAB, 2013).
Original languageEnglish
Title of host publicationAdvances in Advertising Research (Vol. VI)
EditorsPeeter Verlegh, Hilde Voorveld, Martin Eisend
Place of PublicationWiesbaden
PublisherSpringer
Pages63-73
ISBN (Print)978-3-658-10557-0
DOIs
Publication statusPublished - 2016

Publication series

NameEuropean Advertising Academy
PublisherSpringer Fachmedien

Keywords

  • IR-100146
  • METIS-316300

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