Abstract
The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi, 2012). One specific online advertising format that is growing very rapidly is online video advertising. This advertising format owes its explosive growth to the rapid acceleration of online video viewing and is currently the fastest growing advertising format (eMarketer, 2012; Science Daily, 2013). A comparative study indicates that online video ads show a higher impact on recall and ad likeability than TV ads (IAB, 2013). Publisher: Springer Fachmedien Wiesbaden
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CITATION STYLE
Hegner, S. M., Kusse, D. C., & Pruyn, A. T. H. (2016). Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions. In Advances in Advertising Research (Vol. VI) (pp. 63–73). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_6
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