The Effects of In-stream Video Advertising on Ad Memory Encoding: A Neurophysiological Study

Lee, Seungji, Jooyoung Kim, Glenna Read, and Sung-Phil Kim, “The Effects of In-stream Video Advertising on Ad Memory Encoding: A Neurophysiological Study,” Journal of Advertising

Abstract: Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and post-roll (before and after the program, respectively) ads. To elucidate how advertising content is encoded in the context of in-stream video advertising, we integrated two theoretical frameworks: the Negative Emotion-Memory Model (NEMM) and the Limited Capacity Model of Motivated-Mediated Message Processing (LC4MP). We used electroencephalography (EEG) to assess negative emotions and bottom-up attention during advertisement viewing. The findings indicate that the first mid-roll ad induced negative emotions, but these feelings were attenuated during subsequent mid-rolls. In addition, negative emotions induced by mid-roll ads attenuated the role of bottom-up attention in the information encoding process. However, the pre- and post-roll ads were not accompanied by negative emotions; thus, bottom-up attention played a major role in the information encoding of these ads. The results also suggest that despite the negative emotions experienced during mid-rolls, such transient negative reactions did not affect purchase intention for the advertised products. DOI:

In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response

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.