This study explored the factors that may influence the viewership of online in-stream video
advertising on YouTube, based on viewing context, viewing device, advertising appeals …

ABSTRACT In 2010, YouTube introduced TrueView in-stream advertising—online video
advertisements that allowed the user to skip directly to the desired video content after five …

This study investigates consumers' motivations for watching online video ads and the
relationship between the motivations and access characteristics of viewers. Uses and …

Despite the increasing popularity of online streaming television (OTV), there is little
information regarding how perceptions of the new medium differ from traditional television …

YouTube and other video-sharing platforms have soared in popularity. Less loved, however,
are the disruptive advertisements on these channels. This study investigates the impact of …

Online video advertising is now an increasingly important tool for marketers to reach and
connect with their consumers. The purpose of this study was to empirically investigate the …

Advertisements using video content (video ads) are currently one of the leading forms of
revenue on today's Internet. Within this setting, we present the first study that sheds some …

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes,
and behaviors for interacting with YouTube features and passing along electronic word-of …

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 …

In this research, we investigate the relationship between television advertising and online
word-of-mouth (WOM) by examining the joint consumption of television programming and …