Abstract

This study examined how ad customization and content transportation influence the effectiveness of online video advertising. A between-subjects experiment (N = 113) found that the effect of ad customization on ad and brand attitude was moderated by transportation elicited by the video content, such that ad choice heightened ad and brand attitude under a low level of transportation but decreased ad and brand attitude under a high level of transportation. Customization reduced perceived ad intrusiveness but also decreased brand recall. Finally, customization affected ad and brand attitude indirectly through raised sense of control and perceived relevance.

摘要

这项研究研究了广告定制和内容传输如何影响在线视频广告的有效性。受试者之间的实验（N  = 113）发现，视频内容引发的运输会缓解广告定制对广告和品牌态度的影响，例如，广告选择在较低的运输水平下会提高广告和品牌的态度，但会减少广告的投放和高运输水平下的品牌态度。定制减少了感知的广告干扰，但也减少了品牌召回率。最后，自定义通过提高控制感和感知相关性间接影响广告和品牌态度。