The Advertising Effectiveness of Advertising Message and Product Placement on Video Advertisement

摘要

The rapid development of E-commerce and online advertising sales is growing all the way. The video advertisement with sound and light characteristics, which be able to attract visitors' attention, and favored by the manufacturers. However, there are many video advertisements in the YouTube platform. How to let advertising image to deeply rooted in the minds of consumers, and maximize the effectiveness of, is an important issue. Do different types of information presentations on videos have different influences on users' perceptions of the information? More precisely, can combinations of an ever greater number of product placement elements on individual advertising videos increase consumers' purchase intentions? The aim of this study is to explore the effect of changes in video advertising message display and product placement under different level of involvement viewers. An experiment of advertising messages display (Non-skippable instream, Overlay), product involved (high, low) and product placement (explicit, implicit) 2×2×2 factorial design is conducted. We adopt independent t-test to understand the main and interactive effects of these factors on advertising effectiveness. The research findings that on the YouTube platform, although the presentation of advertising messages will interfere with consumers, which will not significantly influence advertising effectiveness. However, if the advertising messages and video content is highly relevant, under the influence of video content, consumers are willing to understand more about product information by clicking the advertising messages. When consumers view video advertisement, explicit product placement is better than implicit placed; video advertisements have better advertising effectiveness to the high level of product involvement of consumers.