The Effectiveness of the Process of Mobile Video Advertising - Focused on the Perceived Intrusiveness and Attitude Toward Advertising

Abstract

The purpose of this study is to examine how ad length, ad skip, ad informativeness, and ad entertainment affect ad perception, perceived intrusiveness, and ad attitude in mobile video ad. We also examine how perceived intrusiveness and ad attitude affect ad avoidance, purchase intention, search intention, and sharing intention of mobile video ad. Methods/Statistical analysis: The experiment was conducted in a personal mobile phone. Participant was randomly assigned to one of the eight conditions; ad skip(O/X), ad length(15/60), ad type(branded contents/product advertising). After participants finished watching three different music videos and the same three pre-roll ads, they were required to complete a questionnaire on mobile survey. Findings: The present article presented and verified the main variables affecting the cognitive, emotional, and behavioral effects of mobile video advertising. There was no statistically significant difference in the advertising effect according to ad skip(O/X). However, in the case of forced exposures, perceived intrusiveness was higher than when ad skip was possible. There was no statistically significant difference in perceived intrusiveness, emotional, and behavioral advertising effects according to ad length. In the case of high informativeness and entertainment compared to low case, ad attitude, purchase intention, sharing intention, and search intention were high, but perceived intrusiveness and ad avoidance were low. Perceived intrusiveness did not positively affect the cognitive effect of mobile video ads, but negatively affect emotional and behavioral effects. Ad attitude negatively influenced ad avoidance, and positively influenced purchase intention, search intention, and sharing intention.Improvements/Applications: The results of the article provide a unique view of the field to advertisers, including directions for futurestudy for mobile advertising ad effect research.