The (In)Effectiveness of In-stream Video Ads
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F19%3A00006712" target="_blank" >RIV/46747885:24310/19:00006712 - isvavai.cz</a>
Result on the web
<a href="https://www.igi-global.com/viewtitle.aspx?TitleId=241763" target="_blank" >https://www.igi-global.com/viewtitle.aspx?TitleId=241763</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.4018/978-1-7998-1618-8.ch008" target="_blank" >10.4018/978-1-7998-1618-8.ch008</a>
Alternative languages
Result language
angličtina
Original language name
The (In)Effectiveness of In-stream Video Ads
Original language description
Video represents the most shared type of online content. The ability of this media to capture and convey a message in an interactive and informationally rich format has captivated both users and advertisers. Advertising platforms are trying to expand the offer of the tools that would help the advertisers to reach their potential customers. Therefore, many new video-based advertising formats are being introduced including ads with experimental length or dimensions. However, the increasing quantity of online advertisements the users have to face, is raising questions about their actual marketing effectiveness. In order to provide relevant answers, we examined the performance of 13 types of video ads that were implemented for a 30 days period and that generated 1 155 EUR overall profit. The advertising results are analyzed from three perspectives: financial, behavioral and reactional. The main emphasis is put on the study of the video effectiveness depending on different viewing contexts with respect to the potential phenomenon of advertising blindness.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50603 - Organisation theory
Result continuities
Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Impacts of Online Advertising on Business Performance
ISBN
978-1-79981-618-8
Number of pages of the result
20
Pages from-to
200-225
Number of pages of the book
262
Publisher name
IGI Global
Place of publication
Pennsylvania, USA
UT code for WoS chapter
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