ABSTRACT

Audiences are hostile to advertising on the Internet, so ad-supported video streaming services have experimented with new interactive formats to make viewers more receptive to advertising. This lab study investigated explanations for the effectiveness of one of these new formats, advertisement choice, and potential variations of this format. The results confirm that advertisement choice increases arousal, consistent with the greater attention and involvement explanations offered by prior studies. However, after controlling for individual differences, we found no significant positive effects of advertisement choice on measures of advertising effectiveness. We also tested a range of current and potential advertisement-choice formats but found none that were better than a choice between two ads for the same brand. A harder choice between three ads had a negative effect, compared with no-choice ads. Choices between different brands had positive effects on ad liking, but competitive interference effects on recognition and recall. These results suggest that advertising choice at least does no harm, and offers viewers the benefits of choice, and advertisers the ability to reach streaming video viewers.

摘要

观众对 Internet 上的广告怀有敌意，因此支持广告的视频流服务尝试了新的交互格式，以使观众更容易接受广告。本实验室研究调查了对这些新格式之一的有效性、广告选择和这种格式的潜在变化的解释。结果证实，广告选择增加了唤醒，与先前研究提供的更多关注和参与解释一致。然而，在控制了个体差异后，我们发现广告选择对广告效果的衡量没​​有显着的积极影响。我们还测试了一系列当前和潜在的广告选择格式，但发现没有比在同一品牌的两个广告之间进行选择更好的了。与没有选择的广告相比，在三个广告之间做出更艰难的选择会产生负面影响。不同品牌之间的选择对广告喜欢有积极影响，但对识别和回忆的竞争干扰影响。这些结果表明，广告选择至少没有害处，并为观众提供了选择的好处，并且广告商能够接触到流媒体视频观众。