Journal article
Getting the balance right: Commercial loading in online video programs
Journal of Advertising, Vol.41(2), pp.5-24
2012
Abstract
Ad-sponsored online video programs currently use a range of commercial loading that varies from exactly the same, compared with broadcast and cable networks, to very much lower. This paper provides empirical evidence about the effects of different levels of commercial loading in online video on perceptions of ad intrusiveness and ad effectiveness, and uses skin conductance to directly observe the potentially enhancing effects of commercial disruption on arousal during the program. The results show that one ad per break maximizes both this disruptive effect and ad recall. As predicted by Nelson, Meyvis, and Galak (2009), popular prime-time television shows do not evoke a decrease in arousal over time and are not enhanced by commercial disruption.
Details
- Title
- Getting the balance right: Commercial loading in online video programs
- Authors/Creators
- S. Bellman (Author/Creator)S. Treleaven-Hassard (Author/Creator)J.A. Robinson (Author/Creator)A. Rask (Author/Creator)D. Varan (Author/Creator)
- Publication Details
- Journal of Advertising, Vol.41(2), pp.5-24
- Publisher
- M.E. Sharpe Inc.
- Identifiers
- 991005545009907891
- Murdoch Affiliation
- School of Media, Communication and Culture; Audience Research Labs
- Language
- English
- Resource Type
- Journal article
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60 Record Views
InCites Highlights
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- Collaboration types
- Domestic collaboration
- International collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Business
- Communication
- ESI research areas
- Economics & Business