PT - JOURNAL ARTICLE AU - Kendall Goodrich AU - Shu Z. Schiller AU - Dennis Galletta TI - Consumer Reactions to Intrusiveness Of Online-Video Advertisements AID - 10.2501/JAR-55-1-037-050 DP - 2015 Mar 01 TA - Journal of Advertising Research PG - 37--50 VI - 55 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/55/1/37.short 4100 - http://www.journalofadvertisingresearch.com/content/55/1/37.full SO - J Advert Res2015 Mar 01; 55 AB - Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.