The (In)Effectiveness of In-stream Video Ads
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
The (In)Effectiveness of In-stream Video Ads
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
The (In)Effectiveness of In-stream Video Ads
Popis výsledku anglicky
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.
Klasifikace
Druh
C - Kapitola v odborné knize
CEP obor
—
OECD FORD obor
50603 - Organisation theory
Návaznosti výsledku
Projekt
<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>
Návaznosti
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název knihy nebo sborníku
Impacts of Online Advertising on Business Performance
ISBN
978-1-79981-618-8
Počet stran výsledku
20
Strana od-do
200-225
Počet stran knihy
262
Název nakladatele
IGI Global
Místo vydání
Pennsylvania, USA
Kód UT WoS kapitoly
—