The Effects of Video Advertising in Accordance with the Frequency of Exposure of Digital Limited-Interruption Advertising
Kihyun Kim1, Sangpil Han2
1Kihyun Kim, Department of Advertising, Hanyang University, Korea, East Asian.
2Sangpil Han, Department of Advertising, Hanyang University, Korea, East Asian.
Manuscript received on 20 June 2019 | Revised Manuscript received on 27 June 2019 | Manuscript Published on 22 June 2019 | PP: 259-263 | Volume-8 Issue-8S2 June 2019 | Retrieval Number: H10460688S219/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Digital video provides a new opportunity to support television advertising in advertising strategy. The purpose of this study is to examine the effect of the limited-interruption advertising used in YouTube by advertising frequency level. Methods/Statistical analysis: It is important to verify the effectiveness of YouTube limited-interruption advertising videos that are actively used in practice. The experiments were shown to four groups (total of 146 samples) according to the frequency of limited-interruption advertising exposure. After showing experimental advertising samples, advertising effects were measured. A total of four experiments were performed. Findings: There was no statistically significant difference between advertising/brand attitudes according to the frequency of limited-interruption advertising exposure frequency. However, the tendency that the recall of the advertisement is increased as the frequency of limited-interruption ad exposure increases is statistically verified. As the results of the previous study suggest, the higher the frequency of exposure, the more the ad recall increases. The results of the individual item test for the attitude of the advertising showed that the more the frequency of the limited-interruption advertising exposure, the higher the perception of advertising intrusiveness. Overall this study did not support the research hypothesis. However, the higher the frequency of limited-interruption advertising exposure, the higher the level of advertising recall and advertising intrusiveness. Improvements/Applications: The findings of the study provide a unique view of the field to researchers and advertisers, including directions for future research and practical implications for digital limited-interruption advertising research.
Keywords: Limited-interruption Advertising, Mid-roll, Digital Video Advertising, YouTube, Advertising Frequency.
Scope of the Article: Digital Rights Management