The research aimed to determine the moderating effect of advertisement (ad) length on the
relationships between ad content and the intention of skipping, as well as ad irritation. The …

The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi,
2012). One specific online advertising format that is growing very rapidly is online video …

Online video is currently the fastest growing advertising format, with pre-roll video-
advertising as the most commonly used form. It is important to know how to use such a …

Consumers' negative reactions and avoidance of online video advertising is a serious
problem. In order to address this problem and understand the underlying psychological …

This study examined how ad customization and content transportation influence the
effectiveness of online video advertising. A between-subjects experiment (N= 113) found …

In-stream advertisements have become a popular choice of brands. However, limited
studies have compared the attitudes of customers toward in-stream advertisement types …

Web developers have several decisions to make about presenting content and paying for
that content with advertisements. In the video domain, many developers opt for video “pre …

Online-video advertising is growing rapidly, yet advertisers and Web site owners might not
be accounting for the potentially negative impact of these advertisements. The current study …

Today's scenario is full of, up-to-the-minute need of contemporary future, which is becoming
technically an inevitable part of our life. The size and range of online advertisement is …

Audiences are hostile to advertising on the Internet, so ad-supported video streaming
services have experimented with new interactive formats to make viewers more receptive to …