Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

Joint Authors

Wu, Man
Wang, Bingcheng
Rau, Pei-Luen Patrick
Gao, Qin

Source

Mobile Information Systems

Issue

Vol. 2020, Issue 2020 (31 Dec. 2020), pp.1-12, 12 p.

Publisher

Hindawi Publishing Corporation

Publication Date

2020-12-02

Country of Publication

Egypt

No. of Pages

12

Main Subjects

Telecommunications Engineering

Abstract EN

This research investigated the influence of advertisement (ad) duration and key elements (titles, logos, and texts) on advertising effectiveness in mobile feeds.

We recruited 40 participants (27 men and 13 women) who are aged from 20 to 43 years (M = 29.33, SD = 6.67).

The participants were assigned randomly to four groups to watch four different types of ads: 6-second ads with key elements, 15-second ads with key elements, 15-second ads without key elements, and 30-second ads without key elements.

We measured advertising effectiveness from four aspects: users’ attention, emotion, memory, and attitudes.

During the experiment, a researcher recorded participants’ electroencephalography and eye movements.

After the experiment, participants were required to complete a questionnaire and were interviewed.

Results showed that participants felt more positive when watching 6-second duration ads in mobile feeds than the 15-second and 30-second ads; however, their memory of the ads was worse.

The participants paid more attention to the key elements rather than the content of the ads.

This research elucidated the features of native video ads in mobile feeds and provided some useful suggestions for advertisers who design video ads.

American Psychological Association (APA)

Wang, Bingcheng& Wu, Man& Rau, Pei-Luen Patrick& Gao, Qin. 2020. Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds. Mobile Information Systems،Vol. 2020, no. 2020, pp.1-12.
https://search.emarefa.net/detail/BIM-1192518

Modern Language Association (MLA)

Gao, Qin…[et al.]. Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds. Mobile Information Systems No. 2020 (2020), pp.1-12.
https://search.emarefa.net/detail/BIM-1192518

American Medical Association (AMA)

Wang, Bingcheng& Wu, Man& Rau, Pei-Luen Patrick& Gao, Qin. Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds. Mobile Information Systems. 2020. Vol. 2020, no. 2020, pp.1-12.
https://search.emarefa.net/detail/BIM-1192518

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references

Record ID

BIM-1192518