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 generated enhanced memory of the brand in mid-roll advertising. No significant congruence effects were detected in pre-roll advertising or for attitudinal evaluations. Explanations of hypothesis predictions and analysis results were given concerning several cognitive information processing theories, such as schema theory and priming effects. Theoretical contributions, practical implications, and directions for future research were discussed.