Purpose

The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements.

Design/methodology/approach

Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures.

Findings

High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention.

Research limitations/implications

This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content.

Practical implications

When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads.

Originality/value

This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

中文翻译：

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自有品牌一致性和广告时长对在线视频插播广告的影响

目的

本研究的目的是检验自有品牌一致性和广告时长对在线视频插播广告效果的影响。

设计/方法/方法

基于 2（自有品牌一致性）* 2（广告持续时间）的受试者间设计管理了两个在线实验。模型中包含三个品牌个性维度（兴奋度、复杂度和坚固性）作为复制品，并使用六个相关度量来衡量有效性。

发现

与低自主品牌一致性相比，高自主品牌一致性导致显着更高的关注度、对广告的态度、对品牌的态度和购买意愿。观看广告与其自我概念的一致性较低的受试者对广告信息的回忆率较高。观看 30 秒广告的参与者的注意力、回忆和认可度明显更高。发现自有品牌一致性和广告持续时间对购买意愿的交互作用。

研究限制/影响

本研究考虑了自有品牌一致性和广告持续时间对插入短格式内容的知名品牌广告效果的影响。未来的研究应该考虑使用没有名人在场的广告或插入长篇视频内容的虚构品牌广告。

实际影响

在制作视频广告时，应包括充分选择被认为与目标受众一致的品牌线索。旨在推动良好的消费者态度和购买意愿的广告经理应选择 15 秒而不是 30 秒的广告。

原创性/价值

本研究考察了自有品牌一致性和广告持续时间对效应模型层次结构的每个阶段的影响，包括作为回忆和识别前兆的注意力。还评估了自有品牌一致性和广告持续时间之间的交互作用。