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In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response Karen Whitehill King and Shuoya Sun

Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad positions, ad-context congruence improved recall and recognition of the brand while ad-context incongruence facilitated recall of ad content. Taking ad position into consideration, contextual congruence […]

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