An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

The study aims to investigate children’s attitude towards different advertising formats including TV ads, in-movie product placement and in-game advertisements, using a web-based between subjects’ experimental design among a sample of Egyptian children aged between 6 to 13 years. Children’s attitude development by advertising efforts is considered under investigated in literature particularly in Arab cultures and as they are considered as powerful influencers to parents’ purchase decisions, the study contributes to a better understanding of children’s attitudes that will guide mangers in making wiser advertising budget allocation. The results showed that there is a significant different impact of the investigated advertising formats on children’s attitude towards sports brands with higher cognitive, affective and behavioral responses resulted from the exposure to traditional video advertising compared to in- movie product placement and in-game advertisements.

ONLINE VIDEO ADVERTISING: MEANING, TYPOLOGY AND EFFICIENCY ASSESSMENT

The purpose of the study, is to formulate the concept of "online video advertising " as an object of online marketing, to generalize its types and build a system of performance evaluation indicators. Based on the study of interpretation and content of the definition of "advertising" and its types, presented by different scientific domestic and foreign schools and scientists, the authors derived the definition of "online video advertising" by highlighting the features of advertising, and also presented the typology of video advertising on the Internet based on the proposed classification attributes: the location, technical execution, and task of video advertising. The authors also proposed a system to assess the effectiveness of online video advertising based on two groups of metrics: primary (determined based on the actions of online users) and targeted (aimed at assessing the specific goals of the marketing campaign), which can objectively evaluate the success and productivity of video advertising.

News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing

This study mainly examines the different effects and mechanisms of news feed advertising (vs. traditional display advertising) on advertising attitude and brand attitude by using an observational experiment that categorized participants based on their past experiences. By analyzing the video advertising of the “Li Ning” brand, three conclusion were drawn. First, compared with traditional display advertising, news feed advertising led to more positive advertising attitude and brand attitude. Second, generation and transmission mechanism of attitudes were applicable to the interpretation rules of the classical information processing process model, which showed that the information processing process of the news feed advertising and the traditional display advertising were consistent. Third, consumer’s brand experience did not affect the direct effects of “attention” on “memory,” but affected the mediate role of “interpretation,” which showed that news feed advertising may have a stronger “drainage” effect when promoting new products and developing new markets. However, if the consumer’s experience is not enhanced, the brand attitude triggered by news feed advertising will still not be stable. These findings are conducive to further understanding the effect of news feed advertising on advertising attitude and brand attitude.

Psychosemantic interpretation of media space video advertising for brands (Mcdonald’s, Coca-Cola, Nestlé, Roshen)

The relevance of the research topic is due to the need to increase the evidence-based studies on enhancing the development effectiveness of audiovisual advertising message, which creates an urgent demand for further scholarly elaboration of such a complex phenomenon as psychosemantic analysis of video advertising. The purpose of the study is to identify opportunities to increase efficiency of audiovisual communication by conducting the psychosemantic study of the perception of video advertising of brands. The methodological basis of the study is a set of marketing, sociological and psychological methods. In particular, the focus group, survey, semantic differential and George Kelly's repertory grid methods were chosen to study the psychosemantic space of the target audience. Correspondingly, the qualitative results of psychosemantic influence of video advertising on consumer consciousness were achieved through mathematical calculations and graphic illustrations. The study presents the results of psychosemantic research of video commercials, which highlight the features of their psychosemantic perception by the consumer. The emphasis is placed on the fact that the previous experience, knowledge and personal values of target audience representatives have an impact on their perception of different types of video advertising of the brand within one advertising campaign. The recommendations for improving the efficiency of audiovisual communication have been developed.

The “9.9 Super Shopping Day” Advertisement Video and Its Impact on Shopee Users on TikTok

The research objective of this study is to find out the influence and how much the influence of Shopee’s In-Feed Native Video Ad on TikTok App toward Audience Attitude. This study focuses on Shopee’s In-Feed Native Video advertising “9.9 Super Shopping Day” version on TikTok by involving one independent variable which is advertising (Variable X) measured using sub variables which are heard word, color, music, picture, seen word and movement. Dependent variable which is Audience Attitude (Variable Y) measured with cognitive,affective and conative aspect. The method used in this study is quantitative with data collection techniques through surveys to 400 respondents, which are followers of the @shopee_id account on the TikTok application. The results showed that the influence of the Advertising variable (X) on the Audience Attitude variable (Y) was 58,6%. While the remaining 41,4% is influenced by other factors not examined. The t test results show that the advertising variable (X) has a t value greater than the t table value because t count (23.742)> t table (1.96),then H0 is rejected and H1 is accepted. This means that Shopee’s In-Feed Native Video Ad “9.9 Super Shopping Day” version on TikTok App have an impact on audience attitude.

Video Advertising: Connection and differences between consumers?

The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

Income or inconvenience? Digital video advertising adoption lags among U.S. community newspapers

This study reviews diffusion of video and video advertising on the Web sites of 400 community news outlets in the United States. Results suggest that while a significant number of community news outlets publish editorial videos online, video advertising lags behind larger publications. The study argues that elements such as circulation and size of a media corporation have little influence on the development and use of video and video advertising on community media Web sites in the U.S.

Multimodal cooperative learning for micro-video advertising click prediction

PurposeMicro-video platforms have gained attention in recent years and have also become an important new channel for merchants to advertise their products. Since little research has studied micro-video advertising, this paper aims to fill the research gap by exploring the determinants of micro-video advertising clicks. We form a micro-video advertising click prediction model and demonstrate the effectiveness of the multimodal information extracted from the advertisement producers, commodities being sold and micro-video contents in the prediction task.Design/methodology/approachA multimodal analysis framework was conducted based on real-world micro-video advertisement datasets. To better capture the relations between different modalities, we adopt a cooperative learning model to predict the advertising clicks.FindingsThe experimental results show that the features extracted from different data sources can improve the prediction performance. Furthermore, the combination of different modal features (visual, acoustic, textual and numerical) is also worth studying. Compared to classical baseline models, the proposed cooperative learning model significantly outperforms the prediction results, which demonstrates that the relations between modalities are also important in advertising micro-video generation.Originality/valueTo the best of our knowledge, this is the first study analysing micro-video advertising effects. With the help of our advertising click prediction model, advertisement producers (merchants or their partners) can benefit from generating more effective micro-video advertisements. Furthermore, micro-video platforms can apply our prediction results to optimise their advertisement allocation algorithm and better manage network traffic. This research can be of great help for more effective development of the micro-video advertisement industry.