Disruptive versus nondisruptive advertising in online streaming video services: How does advertisement placement affect consumer perceptions and ad effectiveness?

YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels.
Christy, Mi, Tao, Lu

Management Slant

  • Disruptive advertisements produce higher levels of irritation and lower levels of product involvement than nondisruptive advertisements.
  • Mid-roll advertisements, in general, produce lower brand recognition than pre-roll...
Not a subscriber?

Schedule your live demo with our team today