RT Journal Article
SR Electronic
T1 Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2023-006
DO 10.2501/JAR-2023-006
A1 Katheryn R. Christy
A1 Ranran Z. Mi
A1 Ran Tao
A1 Linqi Lu
YR 2023
UL http://www.journalofadvertisingresearch.com/content/early/2023/03/21/JAR-2023-006.abstract
AB 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.