Management Slant
- Disruptive advertisements produce higher levels of irritation and lower levels of product involvement than nondisruptive advertisements.
- Mid-roll advertisements, in general, produce lower brand recognition than pre-roll advertisements.
- Advertisements placed in narrative content produce higher levels of irritation than those placed in nonnarrative content.
- No impact of advertisement placement on content or channel perceptions was found in this study.
Introduction
The consumption of media on advertising-supported online video-sharing platforms such as YouTube has grown in recent years. Recent estimates suggest that approximately 81 percent of all adults in the United States regularly use YouTube as...