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 …

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 …

Media companies are facing the need to adjust their established business models owing to
media convergence. Applications (apps) for mobile devices such as tablet computers offer …

Digital advertising is on track to become the dominant form of advertising, but ad-blocking
technologies have recently emerged, posing a potential threat to the online advertising …

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 providers frequently have to trade-off revenues from advertisers and subscribers.
However, with contemporary electronic media, such as Internet websites, there exists the …

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 …

This study investigated whether (and how) online video platforms displace television with
respect to time investment and viewership. To that end, this study employed mail surveys of …

Purpose Online video advertisement is a wide-ranging phenomenon on the internet that
provides huge opportunities for business enterprises. The revenues of website service …

Technology is transforming the marketing function in many ways, and this transformation is
particularly apparent for information goods such as movies where digital technologies …