Abstract

Consumers are exposed to various types of in-stream ads different in their length, timer, etc. This study seeks to investigate the influence of ad length, temporal certainty, and ad selection on an in-stream ad to maximize its advertising effectiveness. Findings of the study reveal the main effect of ad length on brand and ad recall, attitudes toward both the ad and the brand. The interaction effect of temporal certainty and ad length on attitudes toward the ad and the brand was also found. Specifically, the positive effect of the longer ad length was more prominent when the temporal certainty was given by the timer. The complete mediation effect of the perceived control was confirmed by identifying the route where the ad selection decreased perceived intrusiveness and improved attitudes via perceived control. The three-way interaction was not significant.