Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube
The effect of Internet advertising is increasing due to the prevalence of smartphones and high-speed communication. Among them, video advertisements featured on video sharing platforms, such as YouTube, are attracting attention. Effective distribution methods on these platforms are being actively di...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2022-02-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/3/1/3_2022.004/_html/-char/en |
| _version_ | 1827823305315319808 |
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| author | Maki Endo Takumi Kato |
| author_facet | Maki Endo Takumi Kato |
| author_sort | Maki Endo |
| collection | DOAJ |
| description | The effect of Internet advertising is increasing due to the prevalence of smartphones and high-speed communication. Among them, video advertisements featured on video sharing platforms, such as YouTube, are attracting attention. Effective distribution methods on these platforms are being actively discussed. However, research on the insertion timing of video advertisements (beginning, middle, or end) has been insufficient. Since viewers’ attention differs in the beginning, middle, and end of video content, it is presumed that the effect of the advertisements on viewers will change based on their presentation time. In this study, we tested the following two hypotheses for video advertisements of tea and fitness gyms on YouTube: (1) The video advertisements inserted in the middle of the video are more memorable than those inserted in the beginning and end. (2) The video advertisements inserted in the beginning and end of the video have more influence on purchase intent than those inserted in the middle. Randomized controlled trials were conducted and both hypotheses were supported. Therefore, there is a need for video platform operators to build a mechanism to set the insertion timing of video advertisements according to the objective of the advertiser. |
| first_indexed | 2024-03-12T02:10:14Z |
| format | Article |
| id | doaj.art-8790fed201d04be58c4d5f052948c469 |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-03-12T02:10:14Z |
| publishDate | 2022-02-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-8790fed201d04be58c4d5f052948c4692023-09-06T14:18:23ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432022-02-0131283610.7222/marketingreview.2022.004marketingreviewEffects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTubeMaki Endo0Takumi Kato1Faculty of Economics, Saitama University, JapanGraduate School of Humanities and Social Sciences, Saitama University, JapanThe effect of Internet advertising is increasing due to the prevalence of smartphones and high-speed communication. Among them, video advertisements featured on video sharing platforms, such as YouTube, are attracting attention. Effective distribution methods on these platforms are being actively discussed. However, research on the insertion timing of video advertisements (beginning, middle, or end) has been insufficient. Since viewers’ attention differs in the beginning, middle, and end of video content, it is presumed that the effect of the advertisements on viewers will change based on their presentation time. In this study, we tested the following two hypotheses for video advertisements of tea and fitness gyms on YouTube: (1) The video advertisements inserted in the middle of the video are more memorable than those inserted in the beginning and end. (2) The video advertisements inserted in the beginning and end of the video have more influence on purchase intent than those inserted in the middle. Randomized controlled trials were conducted and both hypotheses were supported. Therefore, there is a need for video platform operators to build a mechanism to set the insertion timing of video advertisements according to the objective of the advertiser.https://www.jstage.jst.go.jp/article/marketingreview/3/1/3_2022.004/_html/-char/envideo sharing serviceinternet advertisingdistribution method |
| spellingShingle | Maki Endo Takumi Kato Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube Maketingu rebyu video sharing service internet advertising distribution method |
| title | Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube |
| title_full | Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube |
| title_fullStr | Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube |
| title_full_unstemmed | Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube |
| title_short | Effects of Insertion Timing of Video Advertisements on Memory and Purchase Intent for YouTube |
| title_sort | effects of insertion timing of video advertisements on memory and purchase intent for youtube |
| topic | video sharing service internet advertising distribution method |
| url | https://www.jstage.jst.go.jp/article/marketingreview/3/1/3_2022.004/_html/-char/en |
| work_keys_str_mv | AT makiendo effectsofinsertiontimingofvideoadvertisementsonmemoryandpurchaseintentforyoutube AT takumikato effectsofinsertiontimingofvideoadvertisementsonmemoryandpurchaseintentforyoutube |