Li and Lo (2014) test how ad length, position, and fit with the video change brand-name recognition for online in-stream ads.
In a laboratory experiment using YouTube ads and programs, longer ads improve brand-name recognition. Mid-roll ads lead to better recognition than pre-roll or post-roll because of attention spillover, unless the ad is unrelated to the video. In an incongruent context, post-roll ads can still improve recognition.
Method
A laboratory experiment. The stimuli are video ads and video programs taken from YouTube. The design varies ad length, ad position (pre-roll, mid-roll, and post-roll), and whether the ad is congruent with the program.
Main findings
- Length helps memory. Long ads enhance brand-name recognition.
- Mid-roll spills attention. Mid-roll ads lead to better brand-name recognition than pre-roll or post-roll ads because of attention spillover.
- Incongruence changes the winner. A mid-roll ad is futile when it is unrelated to the video. Post-roll ads can improve brand-name recognition in that incongruent context.
Why this is in the Darwin index
This is the position-and-fit result for in-stream brand recognition. It sits next to Frade, Oliveira, and Giraldi (2022) on skippable versus non-skippable pre-roll and mid-roll attention.
Source of record: doi:10.1080/00913367.2014.956376.