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Effects of Consumer Cognitive Load, Ad-Content Congruity, and Ad Placement on the Effectiveness of Online Video Advertising

Abstract

To investigate the role of consumers’ cognitive load in online media environments, the current study seeks to investigate the effects of cognitive load, ad-content congruity, and ad placement on the effectiveness of online video advertising. Findings of the study reveal that there is a main effect of cognitive load on brand and ad recall. While there is a main effect of ad-content congruity on ad recall, the effect is shown to be only significant in the high cognitive load condition. However, the effect of ad-content congruity on brand recall is only significant when cognitive load is low. When video ad is placed between content (mid-roll ad placement), brand and ad recall is reported higher than when ad is placed prior to the content (pre-roll ad placement). Results show that the effect of ad-content congruity on ad recall is only significant in the mid-roll ad placement condition.

keywords
Online Video Ad, Cognitive Load, Ad-Content Congruity, Ad placement

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