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

Katheryn R. Christy, Ranran Z. Mi, Ran Tao, and Linqi Lu

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.

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...

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