RT Journal Article
SR Electronic
T1 How Video Cover Images Influence Pre-Roll Advertisement Clicks
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 349
OP 369
DO 10.2501/JAR-2023-024
VO 63
IS 4
A1 Zhang, Mingyue
A1 Qian, Jiang
A1 Cao, Jiaqi
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/4/349.abstract
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.