RT Journal Article SR Electronic T1 Consumer Reactions to Intrusiveness Of Online-Video Advertisements JF Journal of Advertising Research JO J Advert Res FD WARC SP 37 OP 50 DO 10.2501/JAR-55-1-037-050 VO 55 IS 1 A1 Kendall Goodrich A1 Shu Z. Schiller A1 Dennis Galletta YR 2015 UL http://www.journalofadvertisingresearch.com/content/55/1/37.abstract 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.