Abstract
YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels. This study investigates the impact of disruptive versus nondisruptive advertisements on advertising effectiveness and on consumers’ perceptions of the advertisements and media content. The authors also assessed whether these advertisements have different effects in different content environments such as narrative content versus nonnarrative content. They tested two competing sets of hypotheses (disruption versus spillover) in a 3 (Advertisement Placement) × 2 (Content Type) experiment that included 506 U.S. participants. The results have important implications for advertisers on these channels.
- Received April 27, 2022.
- Received (in revised form) January 25, 2023.
- Accepted January 27, 2023.
- Copyright © 2023 ARF. All rights reserved.
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Vol 64 Issue 3
