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Effects of self-brand congruity and ad duration on online in-stream video advertising

Effects of self-brand congruity and ad duration on online in-stream video advertising The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements.Design/methodology/approachTwo online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures.FindingsHigh self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention.Research limitations/implicationsThis study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content.Practical implicationsWhen producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads.Originality/valueThis study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Effects of self-brand congruity and ad duration on online in-stream video advertising

Holmes, Todd A.
Journal of Consumer Marketing , Volume 38 (4): 12 – Jun 29, 2021
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-07-2019-3333
Publisher site
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Abstract

The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements.Design/methodology/approachTwo online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures.FindingsHigh self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention.Research limitations/implicationsThis study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content.Practical implicationsWhen producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads.Originality/valueThis study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 29, 2021

Keywords: Self-brand congruity; Advertising length; Brand personality; Hierarchy of effects; In-stream video; Online video advertising

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