Consumer Reactions to Intrusiveness of Online-Video Advertisements: Do Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes?

Kendall Goodrich and Shu Z. Schiller

Wright State University

Dennis Galletta

University of Pittsburgh

Management slant

  • Intrusive online video advertisements negatively affect attitudes and intentions toward both the advertised brand and the host Web site.
  • For the advertiser, higher intrusiveness is associated with greater abandonment of the advertisement, less favorable brand attitudes, and reduced purchase intention.
  • For Web site owners, intrusive advertisements are associated with negative site attitudes and reduced revisit intentions.
  • Video advertisements that are perceived as informative or humorous, and longer advertisements, are perceived as less intrusive.
  • Advertisers and Web site owners should both be active in pretesting for advertisement intrusiveness to achieve optimal marketing outcomes.
INTRODUCTION