PT  - JOURNAL ARTICLE
AU  - Katheryn R. Christy
AU  - Ranran Z. Mi
AU  - Ran Tao
AU  - Linqi Lu
TI  - Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
AID  - 10.2501/JAR-2023-006
DP  - 2023 Jun 01
TA  - Journal of Advertising Research
PG  - 123--138
VI  - 63
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/63/2/123.short
4100  - http://www.journalofadvertisingresearch.com/content/63/2/123.full
SO  - J Advert Res2023 Jun 01; 63
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.