Research and Insights: The Impact of Ad Customization and Content Transportation on the Effectiveness of Online Video Advertising
Advertisers are increasingly turning to video ad customization to engage consumers in their products. Past research found that found that brands using video advertising that allow for customer choice can trigger a 106 percent higher click-through rate and almost three times ad recall compared to that of non-customized ads. However, beyond simple recall, do customized embedded video ads really enhance advertising effectiveness while also minimizing the potentially negative effects caused by perceptions of intrusiveness?
Research from University of Florida College of Journalism and Communications Journalism Assistant Professor Frank Waddell and Yan Huang from the University of Houston found that ad effectiveness ultimately depends on the engagement level already being exhibited by the user during their online session; when someone is invested in a program they aren’t interested in a customized ad nor the associated branding.
Posted: August 18, 2020
Category: Digest Only
