The emergence of short videos has provided a new way for advertisers to place online video
advertisements. On short video platforms, the quality of advertisements is the main factor that …

With the growth of online video platforms such as YouTube and Netflix, not only the video
content market, but also the online video advertising market are growing rapidly. However …

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 …

Purpose There are two major strategies for short video advertising which are KOL (key
opinion leader) endorsement and in-feed advertising. The authors aim to research the …

Purpose Consumers are increasingly using search-based advertising in e-Business
platforms to seek their desirable products. Platforms will choose a centralized advertising …

Online short video platform usually adopts advertising mode and mixed mode as the pricing
mode. How to choose the optimal pricing mode for the online short video platform is a topic …

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 …

Media and network companies are increasingly providing digital media online. We develop
a model to examine optimal strategies for media providers to utilize the online channel to …

Real time bidding (RTB) is becoming the key to target marketing where it could optimize
advertiser expectations drastically. Not like the conventional digital advertising, in the …

The increasing number of mobile video advertisements has led consumers declining to
watch them, making it essential that companies work to reverse this trend. A short-length …