Disruptive versus nondisruptive advertising in online streaming video services: How does advertisement placement affect consumer perceptions and ad effectiveness?

YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels.
Christy, Mi, Tao, Lu

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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands