Disruptive versus Nondisruptive Advertising In Online Streaming Video Services

How Does Advertisement Placement Affect Consumer Perceptions and Ad Effectiveness?

Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu
DOI: 10.2501/JAR-2023-006 Published 1 June 2023

Article Information

vol. 63 no. 2 123-138
DOI 
https://doi.org/10.2501/JAR-2023-006
Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received April 27, 2022
  • Received (in revised form) January 25, 2023
  • Accepted January 27, 2023
  • Published online June 7, 2023.

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Copyright & Usage 
Copyright © 2023 ARF. All rights reserved.

Author Information

  1. Katheryn R. Christy
  1. Ranran Z. Mi
  1. Ran Tao
  1. Linqi Lu
  1. University of Wisconsin–Madison, krchristy{at}wisc.edu
  2. Kean University, rmi{at}kean.edu
  3. University of Wisconsin–Madison, rtao27{at}wisc.edu
  4. University of Wisconsin–Madison, llu84{at}wisc.edu
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Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu
Journal of Advertising Research Jun 2023, 63 (2) 123-138; DOI: 10.2501/JAR-2023-006
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Keywords

Video advertising
online advertising
ad placement
ad effectiveness
disruptive ads

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