Effective insertion timing for improving corporate and product brand awareness in video advertisement

DOI
  • Ozawa Yuta
    Meiji University School of Commerce Department of Commerce
  • Nagata Hiyori
    Meiji University School of Commerce Department of Commerce
  • Maruyama Mika
    Meiji University School of Commerce Department of Commerce
  • Sanaka Runa
    Meiji University School of Commerce Department of Commerce
  • Tsujikawa Nodoka
    Meiji University School of Commerce Department of Commerce
  • Kato Takumi
    Meiji University School of Commerce Department of Commerce

Bibliographic Information

Other Title
  • 動画広告における企業・商品ブランドの認知向上のための効果的な挿入タイミング

Abstract

<p>With the increase in Internet advertising, the use of video advertising is expanding. Studies on the timing of presenting corporate/product brands in a video advertisement are lacking. Therefore, this study tested the hypothesis that the timing of corporate/product brand disclosure at the end of a video advertisement increases product awareness compared to the beginning or middle of a video advertisement, using an accessory video advertisement as the target. Results of a randomized controlled trial in an online survey environment supported the hypothesis. This study proved the importance of the timing of revealing the corporate/product brand even in video advertisements with the same content. Video advertisements should be designed based on these scientific findings.</p>

Journal

Keywords

Details 詳細情報について

Report a problem

Back to top