The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study

Abstract

Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and post-roll (before and after the program, respectively) ads. To elucidate how advertising content is encoded in the context of in-stream video advertising, we integrated two theoretical frameworks: the negative emotion–memory model (NEMM) and the limited capacity model of motivated–mediated message processing (LC4MP). We used electroencephalography (EEG) to assess negative emotions and bottom-up attention during advertisement viewing. The findings indicate that the first mid-roll ad induced negative emotions, but these feelings were attenuated during subsequent mid-rolls. In addition, negative emotions induced by mid-roll ads attenuated the role of bottom-up attention in the information encoding process. However, the pre- and post-roll ads were not accompanied by negative emotions; thus, bottom-up attention played a major role in the information encoding of these ads. The results also suggest that despite the negative emotions experienced during mid-rolls, such transient negative reactions did not affect purchase intention for the advertised products.

Additional information

Funding

This work was supported by the MSIT (Ministry of Science and ICT), Korea, under the ITRC (Information Technology Research Center) support program (IITP-2023-2020-0-01749) supervised by the IITP (Institute of Information & Communications Technology Planning & Evaluation), and National Research Foundation of Korea funded by the MSIT under Grant (NRF2021M3E5D2A0101954).

Notes on contributors

Seungji Lee

Seungji Lee (Ph.D., Ulsan National Institute of Science and Technology) is Research Scientist, Brain-Computer Interface Laboratory, Ulsan National Institute of Science and Technology.

Jooyoung Kim

Jooyoung Kim (Ph.D., University of Florida) is Professor of Advertising, Dan Magill Georgia Athletic Association Professor in Sports Communications, Department of Advertising and Public Relations, and Director of Cox International Center, Grady College of Journalism & Mass Communication, University of Georgia.

Glenna L. Read

Glenna L. Read (Ph.D., Indiana University) is Assistant Professor of Advertising, Department of Advertising and Public Relations, Grady College of Journalism & Mass Communication, University of Georgia.

Sung-Phil Kim

Sung-Phil Kim (Ph.D., University of Florida) is a Professor, Department of Biomedical Engineering, Ulsan National Institute of Science and Technology.