PT  - JOURNAL ARTICLE
AU  - Zhang, Mingyue
AU  - Qian, Jiang
AU  - Cao, Jiaqi
TI  - How Video Cover Images Influence Pre-Roll Advertisement Clicks
AID  - 10.2501/JAR-2023-024
DP  - 2023 Dec 01
TA  - Journal of Advertising Research
PG  - 349--369
VI  - 63
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/63/4/349.short
4100  - http://www.journalofadvertisingresearch.com/content/63/4/349.full
SO  - J Advert Res2023 Dec 01; 63
AB  - This research investigates the impact of video cover images on pre-roll advertisement clicks. It examines the arousal level of cover images, their interaction with viewers’ sensational needs, and their effect on pre-roll advertisement clicking. With data from a leading online video platform and three experimental studies, the findings reveal that matching the arousal level (high versus low) of cover images with viewers’ sensational needs (high versus low) significantly increases advertisement clicks. The matching leads to focused attention on advertisements, ultimately increasing advertisement clicks. The emotional valence of cover images moderates the effect, such that positive-valenced cover images further amplify the matching effect.