@inbook{ff42de9148ac4947b95c19d304394951,
title = "Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions",
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).",
keywords = "22/3 OA procedure, Consumer perception, Psychological reactance, Online video, Online advertising, Advertising research",
author = "Hegner, {Sabrina M.} and Kusse, {Dani{\"e}l C.} and Pruyn, {Ad T.H.}",
year = "2016",
doi = "10.1007/978-3-658-10558-7_6",
language = "English",
isbn = "978-3-658-10557-0",
series = "European Advertising Academy",
publisher = "Springer",
pages = "63--73",
editor = "Peeter Verlegh and Hilde Voorveld and Martin Eisend",
booktitle = "Advances in Advertising Research (Vol. VI)",
address = "Germany",
}