Relevant bibliographies by topics / Online video advertising

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Online video advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 7 February 2022

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Journal articles on the topic "Online video advertising"

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Tseng, Chung-Hui, and Tseng-Lung Huang. "Internet advertising video facilitating health communication." Internet Research 26, no. 1 (2016): 236–64. http://dx.doi.org/10.1108/intr-09-2014-0217.

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Purpose – Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements. Design/methodology/approach – This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis. Findings – Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively. Practical implications – The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion. Originality/value – In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.
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Cheng, Zhi-Qi, Xiao Wu, Yang Liu, and Xian-Sheng Hua. "Video eCommerce++: Toward Large Scale Online Video Advertising." IEEE Transactions on Multimedia 19, no. 6 (2017): 1170–83. http://dx.doi.org/10.1109/tmm.2016.2647386.

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Wendt, Lars Michael, Joachim Griesbaum, and Ralph Kölle. "Product advertising and viral stealth marketing in online videos." Aslib Journal of Information Management 68, no. 3 (2016): 250–64. http://dx.doi.org/10.1108/ajim-11-2015-0174.

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Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.
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Li, Zhi, and De-qing Tan. "Two-Stage Dynamic Pricing and Advertising Strategies for Online Video Services." Discrete Dynamics in Nature and Society 2017 (2017): 1–8. http://dx.doi.org/10.1155/2017/1349315.

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As the demands for online video services increase intensively, the selection of business models has drawn the great attention of online providers. Among them, pay-per-view mode and advertising mode are two important resource modes, where the reasonable fee charge and suitable volume of ads need to be determined. This paper establishes an analytical framework studying the optimal dynamic pricing and advertising strategies for online providers; it shows how the strategies are influenced by the videos available time and the viewers’ emotional factor. We create the two-stage strategy of revenue models involving a single fee mode and a mixed fee-free mode and find out the optimal fee charge and advertising level of online video services. According to the results, the optimal video price and ads volume dynamically vary over time. The viewer’s aversion level to advertising has direct effects on both the volume of ads and the number of viewers who have selected low-quality content. The optimal volume of ads decreases with the increase of ads-aversion coefficient, while increasing as the quality of videos increases. The results also indicate that, in the long run, a pure fee mode or free mode is the optimal strategy for online providers.
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Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.
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Hallgren, Niclas, and Mats Nylund. "Online Videos at Newspaper Websites: A Literature Review." Journal of Media Innovations 4, no. 2 (2017): 71–80. http://dx.doi.org/10.5617/jomi.v4i2.2339.

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The purpose of this article is to provide an overview of research in online video on newspapers’ websites. The article identifies a number of relevant issues in production and business models and presents research results concerning the production and consumption of online news videos. Advertising in relation to online news videos is also examined.
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Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. "Brand recall of skippable vs non-skippable ads in YouTube." Online Information Review 44, no. 3 (2020): 545–62. http://dx.doi.org/10.1108/oir-01-2019-0035.

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Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall. Design/methodology/approach A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats. Findings Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember. Practical implications Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall. Originality/value Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.
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Kim, Eunice, Sejung Marina Choi, Soojin Kim, and Yi-Hsin Yeh. "Factors Affecting Advertising Avoidance on Online Video Sites." Korean Journal of Advertising 2, no. 1 (2013): 87–121. http://dx.doi.org/10.14377/japr.2013.3.30.87.

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Liao, Yichen, Jing Zhu, and Qinli Zhai. "Does online video-sharing advertising have diffusion gene?" International Journal of Networking and Virtual Organisations 14, no. 1/2 (2014): 160. http://dx.doi.org/10.1504/ijnvo.2014.065073.

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Acatrinei, Carmen. "A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 3 (2015): 23–34. http://dx.doi.org/10.1515/sues-2015-0019.

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Abstract The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.
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Dissertations / Theses on the topic "Online video advertising"

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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.

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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.
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Amoako, Richard Opoku. "Metaphors and Emotions in Advertising: A Rhetorical Analysis of Audi’s Online Video Commercials." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3768.

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Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; and discuss the complex rhetorical interplay between metaphor and emotion. My findings suggest that Audi leverages the power of metaphor to build audiences’ emotional investment in the brand, and therefore, be more likely to purchase Audi vehicles.
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Rios, Pino Luis Felipe. "Players Attitudes Towards In-Game Advertising." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655075.

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Los usuarios están protestando activamente contra los anuncios digitales invasivos descargando software de bloqueo de anuncios. Los desarrolladores de juegos recientes introducen publicidad dinámica e interactiva en mundos virtuales. En este contexto, videojuegos como el NBA2K18, lanzaron diferentes plataformas como vallas publicitarias y otros medios publicitarios dentro del juego. Este estudio tiene como objetivo analizar cómo es la experiencia del usuario en NBA2K18 con respecto a la participación de las marcas en él. Se posiciona en el paradigma interpretativo y se realizaron entrevistas semiestructuradas. Los participantes fueron 15 jugadores NBA2K18, considerados "Hard Core Players" cuyas edades oscilaron entre los 18 y los 25 años. Se estudiará MyCareer, un modo de juego en NBA 2K18. Los resultados muestran que todos los participantes estuvieron de acuerdo en que las marcas son necesarias en este juego, ya que ayudan a los jugadores a cumplir con todas sus fantasías. Las percepciones de los jóvenes giraban en torno a cómo las marcas les ayudaban a perseguir sus sueños. Las marcas en NBA2K18, no sometieron la experiencia del juego a sus objetivos; más bien, lo mejoran, para que los jugadores lo sientan mucho más cercano a la vida real.<br>Users are actively protesting against invasive digital ads by downloading adblocking software. Recent games developers introduce dynamic and interactive advertising into virtual worlds. In this context, video games like NBA2K18 launched different platforms like billboards and other advertising media within the game. This study aims to analyze how the user’s experience in NBA2K18 is regarding the participation of brands in it. It is positioned in the interpretive paradigm and semi-structured interviews were conducted. The participants were 15 NBA2K18 players, considered "hard-core players" whose ages ranged from 18 to 25. MyCareer, a game mode in NBA 2K18 will be studied. Findings show all participants agreed that brands are necessary in this game because help the players fulfilled every fantasy requirement. Young people's perceptions revolved around how the brands help them pursuing their dreams. Brands in NBA2K18, do not undergo the experience of the game; rather, they enhance it, so that players feel it much more like real life.<br>Tesis
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Hurychová, Andrea. "Marketing Strategy of YouTube in the Czech Republic." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197417.

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The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed.
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Wicht, Alina. "An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33977.

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Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to monitor and analyse consumers' perceptions. The purpose of this study was, thus, to assist marketers in understanding the influence of targeted Facebook advertising through mobile devices on South African consumers' advertisement perceptions. The form of advertising investigated was in-stream advertisements. The aim of this study was to explore the role of South African consumers' emotions in relation to these consumers' attention to the targeted in-stream advertising on Facebook delivered via mobile phones. South African consumers view videos on their mobile phone through the Facebook platform, which can be interrupted by targeted Facebook advertising. This study investigated the role that the interruption of video watching bears in relation to the interpretation and perception of the advertisement by these consumers. Another objective was to explore the role of South African consumers' attitudes towards brands in relation to what these consumers remember from the advertisements delivered through mobile targeted in-stream Facebook advertising. The sample consisted of 13 South African consumers and was acquired using purposive sampling. This study was based on a perception-formation model, which is a composition formed from the perception models of different authors. The model was investigated using qualitative interviewing and the data gathered was analysed through qualitative content analysis. The results of the study provide support for the theoretical framework and suggest that consumers' perception of in-stream advertising on Facebook is influenced by various factors such as the nature of Facebook usage, emotions, the disruption caused by the advertising, the attitude towards the brand and the Facebook video viewed. Marketers may be able to influence consumers' perception of in-stream advertisements through more precise targeting, a better fit between the in-stream advertisements and the video and by limiting the advertisement occurrence. By shedding light on South African consumers' perceptions of targeted in-stream advertising on Facebook, this thesis could serve as a basis for marketers' decisions, and also lay the foundations for future academic research in this field.
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Park, So Hyeon. "Online video advertising 101." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3233.

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Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising.<br>text
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Cai, Min-zhen, and 蔡旻臻. "Study of Online Video Advertising Ecosystem." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/44826835313598608299.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>102<br>With the rapid development of the Internet by mobile devices and mobile Internet popularity, coupled with the trend of digital convergence,From the consumers’ change can see the transfer of media advertising budget.Consumers&apos; stickiness has increased in digital media,The proportion of using multimedia platform to watch online audio and video content has gradually increased.With Taiwan’s 4G bandwidth increases faster download time shorten and the advertising space increases, advertisers can put exisiting television creative audio and video content on the network.It can help to reach the audience who watching TV through Internet and those who are away from TV.and both attractive full-screen advertisements like TV. Advertising costs are relatively low, not only attractive television advertising and provide timely product links, and deeper impression on consumers and strengthen brand purchase intention, driven video advertising to growth. According to the estimates by Taipei Digital Marketing Association (DMA) statistics, the first video advertising category will be listed as an independent one minute survey project. 2012 video advertising volume reached 573 million statistics, in 2013 will have 40% growth, a significant amount of statistical 803,000,000 advertising growth rate. Mobile market research firm eMarketer estimates online video advertising in 2016 will be over 40 billion U.S. dollars revenue, video advertising worth is looking forward to future growth. Most TV households transferred to online television viewing have become habits,video advertising content for migration from the relatively low cost of television advertising, but television advertising budgets and audio-visual advertising budget is not proportional. Video advertising market lacks impartial third party units of measurement, because a small number of Internet audio and video advertising content is native, mostly are migrated from television advertising, it provides viewership demographics, facilitate the calculation of GRP and CGRP to help promote television advertising budgets shift to the speed of Internet should be monitored with a third party research firm, comScore as the census integration mechanism to provide agents and advertisers viewership demographics. The aim of this study is from the probing into the audiences’ viewing behavior and multiple screens environment’s transfer, to the important role played in the whole network video advertising ecosystem value, and the present situation and future development of network media video ads. By collecting secondary data analysis and in-depth interviews video advertising industry chain important multi-role: the audience, the media, the media agency, audio-visual platform for advertising agencies, third-party impartial measurement units, interviews industry has practical operation of audio and video advertising professionals and the audience for online video ads after receiving the degree, attitude, audience behavior. Analyzed with the online video ad formats, operating status, ad pricing models media measurement, efficiency evaluation and trends in the development of third-party measurement units help academia and industry in response to the spread of existing media management pattern changes, proposed further avenues of research, and strategic planning and decision-making on providing practical applications.
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Yi-ChihTsai and 蔡宜志. "Intrusiveness of Online Forced Video on Advertising Avoidance - The Moderating Effect of Advertising Involvement." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/92488778813557604412.

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碩士<br>國立成功大學<br>企業管理學系碩博士班<br>101<br>Because of the high popularity of online video sharing websites, advertisers want to improve advertising effectiveness through exposure to forced video advertising. However, it deprives viewers’ of freedom of choice with regard to watching videos, and causes consumer resistance. Thus, the main topic of this study is whether firms can reduce intrusiveness and advertising avoidance in consumers through changing advertising characteristics. This study adopted Reactance Theory to discuss consumers’ feelings and examined the moderating effect of advertising involvement. An online based questionnaire was used, and 332 valid responses were collected. Structural equation model (SEM) was adopted for data analysis. The results indicated that the negative perception of a consumer will not be affected by changing entertainment and informativeness related to advertising. However, in the long term, by generating better attitudes toward FVA (Forced Video Advertising), ad avoidance will ultimately be reduced. Moreover, advertising involvement was shown to have a moderating effect between intrusiveness and ad avoidance. This study suggested that when advertisers and marketers conduct FVA, they have to realize that the content does not directly influence willingness to watch, but by improving attitudes toward ads advertising effectiveness will be affected. In addition, this study found that advertisers and marketers have to target low-involvement consumers in order to decrease avoidance behavior and increase benefits.
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Chen, Hao-Wen, and 陳皓文. "Advertising Effectiveness of Online Video Platform: A Case of YouTube." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2y9b35.

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碩士<br>中原大學<br>資訊管理研究所<br>103<br>With Internet delivery of video content surging to an unprecedented level, online video advertising is growing many times faster than TV, search, and most other digital ad markets. It brings many opportunities and challenges, so lead to many academics and practitioners who are concerned about. This study is a case of YouTube which is one of the most well-known and widely discussed sites of participatory media in the contemporary online environment. We explore advertisement type and mechanism two factors which affect advertising effectiveness on YouTube in experimental and questionnaire methods. This paper measuring advertising effectiveness with three constructs, including a) attitude towards the advertisement, b) attitude towards the brand and c) advertising recall. The results of the study indicates attitude towards the advertisement and brand significant influence the intention of purchase. The influence of advertising recalling is indirect. Image advertising with non-skippable is the best advertising set. We propose online video advertising must attract consumers in a short time, and make consumers flow into advertisement. It will bring a better effectiveness to online video advertising.
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Tsai, Jui-Lun, and 蔡睿倫. "Understanding Online Intrusive Video Advertising: Antecedents and Consequences of Cognitive Absorption in Video Scenarios." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/fwvrbk.

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碩士<br>國立臺北大學<br>企業管理學系<br>103<br>Improving ad effectiveness and reducing ad intrusiveness is an essential issue for online advertising. This study investigates the antecedents of cognitive absorption in online video environment and understands the effect of cognitive absorption on the viewer’ attitude toward the video advertising. The study examines the effects of relevance of content, balance between skill and challenge, interestingness, and relatedness between episodes on video viewers’ cognitive absorption on the basis of cognitive absorption theory and the inter-related theories: visual search theory, flow theory, cognitive engagement theory and attention inertia theory. Furthermore, examining how cognitive absorption leads to ad intrusiveness, irritation and avoidance. We posit that as a video viewer highly absorb in the video content, his or her cognitive processing is enhanced and therefore the interruption of the viewing by ads will lead to higher perceived ad intrusiveness. A laboratory experiment is conducted and a video viewing website is created to examine the proposed research model. The research findings can not only provide theoretical implication for further related research, but also help marketers and advertisers understand how to deliver effective advertising and minimizing the perceived intrusiveness.
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Books on the topic "Online video advertising"

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Online video revolution: How to reinvent and market your business using online video. Palgrave Macmillan, 2012.

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YouTube and video marketing: An hour a day. Wiley Technology Pub., 2009.

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YouTube strategies: Making and marketing online video. Createspace Independent Publishing Platform, 2013.

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Berry, Randy. 50 Interviews : Video Marketing Pioneers: How America's Most Skilled, Most Inspired, Online Video Advertising Creators are Transforming the YouTube Landscape. 50 Interviews Inc., 2010.

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Scott, Gini Graham. Make More Money with Your Product or Service: From Getting Started to Creating Additional Materials, Online Campaigns, Podcasts, Blogs, Videos, Advertising, Pr, and the Social Media. Changemakers Publishing, 2018.

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Scott, Gini Graham. Make More Money with Your Product or Service: From Getting Started to Creating Additional Materials, Online Campaigns, Podcasts, Blogs, Videos, Advertising, Pr, and the Social Media. Changemakers Publishing, 2018.

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Book chapters on the topic "Online video advertising"

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Mocanu, Bogdan, Ruxandra Tapu, and Titus Zaharia. "A Multimodal High Level Video Segmentation for Content Targeted Online Advertising." In Advances in Visual Computing. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-64559-5_40.

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Rozendaal, Esther, Eva A. van Reijmersdal, and Margot J. van der Goot. "Children’s Perceptions of Sponsorship Disclosures in Online Influencer Videos." In Advances in Advertising Research (Vol. XI). Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32201-4_19.

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Mei, Tao, and Shipeng Li. "Contextual In-Stream Video Advertising." In Advances in Multimedia and Interactive Technologies. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-60960-189-8.ch011.

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With Internet delivery of video content surging to an unprecedented level, online video advertising is becoming increasingly pervasive. In this chapter, we present a new advertising paradigm for online video, called contextual in-stream video advertising, which automatically associates the most relevant video ads with online videos and seamlessly inserts the ads at the most appropriate spatiotemporal positions within each individual video. Different from most current video-oriented sites that only display the ads at the predefined locations in a video, this advertising paradigm aims to embed more contextually relevant ads at less intrusive positions within the video stream nonlinearly. We introduce the following key techniques in this paradigm: video processing for ad location detection, text analysis for ad selection, and optimization for ad insertion. We also describe two recently developed systems as showcases, i.e., VideoSense and AdOn which support in-stream inline and overlay advertising, respectively.
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Semerádová, Tereza, and Petr Weinlich. "The (In)Effectiveness of In-Stream Video Ads." In Impacts of Online Advertising on Business Performance. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1618-8.ch008.

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Video represents the most shared type of online content. The ability of this media to capture and convey a message in an interactive and informationally rich format has captivated both users and advertisers. Advertising platforms are trying to expand the offer of the tools that would help the advertisers to reach their potential customers. Therefore, many new video-based advertising formats are being introduced including ads with experimental length or dimensions. However, the increasing quantity of online advertisements the users have to face is raising questions about their actual marketing effectiveness. To provide relevant answers, authors examined the performance of 13 types of video ads that were implemented for a 30-day period and that generated 1 155 EUR overall profit. The advertising results are analyzed from three perspectives: financial, behavioral, and reactional. The main emphasis is put on the study of the video effectiveness depending on different viewing contexts with respect to the potential phenomenon of advertising blindness.
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Ning, Huazhong, Junxian Wang, Xu Liu, and Ying Shan. "Content and Attention Aware Overlay for Online Video Advertising." In Advances in Multimedia and Interactive Technologies. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-60960-189-8.ch007.

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Recent proliferation of online video advertising brings new opportunities and challenges to the multimedia community. A successful online video advertising system is expected to have the following essential features: effective targeting, scalability, non-intrusiveness, and attractiveness. While scalable systems with targeting capability are emerging, few have achieved the goal of being both non-intrusive and attractive. To our knowledge, this work is the first attempt to generate video overlay ads that balances the two conflicting characteristics. We achieve the goal by jointly optimizing a non-intrusive metric and a set of metrics associated with video ad templates designed by UI experts. The resulting system is able to dynamically create a video overlay ad that effectively attracts user attention at the least intrusive spatial-temporal spots of a video clip. The system is also designed to enable a scalable business model with effective targeting capabilities, and later will be tested with live traffic on a major video publisher site. In this work, we conducted intensive experiments and user studies on the samples of a large-scale video dataset. The results demonstrate the effectiveness of our approach.
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Jain, Geetika, Sapna Rakesh, and Kostubh Raman Chaturvedi. "Online Video Advertisements' Effect on Purchase Intention." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch025.

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Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.
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Semerádová, Tereza, and Petr Weinlich. "The (In)Effectiveness of In-Stream Video Ads." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch034.

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Video represents the most shared type of online content. The ability of this media to capture and convey a message in an interactive and informationally rich format has captivated both users and advertisers. Advertising platforms are trying to expand the offer of the tools that would help the advertisers to reach their potential customers. Therefore, many new video-based advertising formats are being introduced including ads with experimental length or dimensions. However, the increasing quantity of online advertisements the users have to face is raising questions about their actual marketing effectiveness. To provide relevant answers, authors examined the performance of 13 types of video ads that were implemented for a 30-day period and that generated 1 155 EUR overall profit. The advertising results are analyzed from three perspectives: financial, behavioral, and reactional. The main emphasis is put on the study of the video effectiveness depending on different viewing contexts with respect to the potential phenomenon of advertising blindness.
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Narang, Ritu, and Prashant Trivedi. "Affiliate Marketing." In Driving Traffic and Customer Activity Through Affiliate Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2656-8.ch002.

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The emergence of internet as a strong medium of communication has led to the emergence of numerous marketing avenues with many companies realizing its potential towards promotion of their products (Liang &amp; Huang, 1998). Online marketing platforms offer various opportunities for directing costumers towards the products through online advertising, affiliate marketing, search engine optimization, direct mailers etc. Affiliate marketing is a performance based marketing and known for its cost effectiveness. we have suggested a framework MECHULUP indicating Mobile Friendliness, E-Commerce, Content Quality, Honesty, Audio/Video, Link Building, Social Media, and Persistence.
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Dias, Patricia, and Inês Teixeira-Botelho. "Mobile Devices and Advertising." In Multigenerational Online Behavior and Media Use. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7909-0.ch050.

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This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.
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Khadraoui, Momouh, Béat Hirsbrunner, D. Khadraoui, and F. Meinköhn. "Multimedia Standards for iTV Technology." In Encyclopedia of Multimedia Technology and Networking, Second Edition. IGI Global, 2009. http://dx.doi.org/10.4018/978-1-60566-014-1.ch136.

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Forms of broadcast media, such as TV and radio, are considered passive because the consumer simply receives the message and does not choose whether or not view or to listen (other than by changing the channel). Interactive television (iTV) is changing this. It gives users control over the programs they receive, as well as a range of online services such as electronic programming guides, e-mail, e-commerce, games, interactive advertising, video on demand (VOD), and Web browsing. This is taking place by creating enhanced programming and offering compelling interactive services. The iTV market is growing at a remarkable rate. Its services have been launched across many countries, including in much of Europe and the U.S. According to the state of interactive TV 2005 report from Kagan Research at present (http://www.kagan.com/), 34.1 million households subscribe to iTV services, and the number of subscribers is expected to reach 69 million by 2009. Revenues from electronic transactions for games, television, or t-commerce (television commerce), and interactive advertising are estimated to reach $2.4 million by 2009. During the same period, we estimate that the interactive services segment will generate $780 million in operator revenue or cable, digital broadcast satellites (DBS), and telecoms. The switch from analog TV to digital television is referred to as the digital TV (DTV) transition. We expect that in the coming decade most broadcast signals will become digital. In 1996, the U.S. Congress authorized the distribution of an additional broadcast channel to each TV broadcaster so that they could introduce DTV service while simultaneously continuing their analog TV broadcasts (http://www.dtv.gov/consumercorner.html). In Europe several countries have already started making digital transmissions, and gouvernment has developed a roadmap that indicates when all transmissions will be digital. For the industry point of view, over the past few years it has been developing and selling devices for digital transmission and reception. The growing integration trend between personal computers and digital TV will affect the birth of new emerging markets for interactive TV broadcasting and Web TV. They can offer several different simultaneous TV programs, with visual and sound quality that is equal to or better than what is generally available nowadays. In addition, broadcasters can simultaneously transmit a variety of other information through a data bit stream to both enhance TV programming and to provide entirely new services (http://www.dtv.gov/consumercorner.html). Both set-top boxes (STB) and DTV are able to handle digital content. The advantages of DTV consist of audio and video quality improvement, providing more channels, more languages per channel, and additional data, for instance applications delivering.
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Conference papers on the topic "Online video advertising"

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Sumita, Hanna, Yasushi Kawase, Sumio Fujita, and Takuro Fukunaga. "Online Optimization of Video-Ad Allocation." In Twenty-Sixth International Joint Conference on Artificial Intelligence. International Joint Conferences on Artificial Intelligence Organization, 2017. http://dx.doi.org/10.24963/ijcai.2017/60.

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In this paper, we study the video advertising in the context of internet advertising. Video advertising is a rapidly growing industry, but its computational aspects have not yet been investigated. A difference between video advertising and traditional display advertising is that the former requires more time to be viewed. In contrast to a traditional display advertisement, a video advertisement has no influence over a user unless the user watches it for a certain amount of time. Previous studies have not considered the length of video advertisements, and time spent by users to watch them. Motivated by this observation, we formulate a new online optimization problem for optimizing the allocation of video advertisements, and we develop a nearly (1 − 1/e)-competitive algorithm for finding an envy-free allocation of video advertisements.
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Prasad, S., A. Lutes, E. Jenvey, et al. "Targeted advertising in the online video space." In 2012 IEEE Systems and Information Engineering Design Symposium (SIEDS). IEEE, 2012. http://dx.doi.org/10.1109/sieds.2012.6215146.

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McIlwraith, Douglas, Andrea Catalucci, Sam Boyd, Raouf Aghrout, and Yi-Ke Guo. "Optimising Toward Completed Videos in an Online Video Advertising Exchange." In 2018 IEEE 42nd Annual Computer Software and Applications Conference (COMPSAC). IEEE, 2018. http://dx.doi.org/10.1109/compsac.2018.00081.

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Huang, Tianning, John Callaway, Brittany Oliver, et al. "Videology and the future of online video advertising." In 2014 Systems and Information Engineering Design Symposium (SIEDS). IEEE, 2014. http://dx.doi.org/10.1109/sieds.2014.6829907.

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LIU, Li-Han. "Reasonable Regulation on Identifiability of Online Video Implantable Advertising." In Proceedings of the 4th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018). Atlantis Press, 2019. http://dx.doi.org/10.2991/sschd-18.2019.10.

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Ikeda, Jun, Hiroyuki Seshime, Xueting Wang, and Toshihiko Yamasaki. "Predicting Online Video Advertising Effects with Multimodal Deep Learning." In 2020 25th International Conference on Pattern Recognition (ICPR). IEEE, 2021. http://dx.doi.org/10.1109/icpr48806.2021.9412666.

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Jennes, Iris, and Wendy Van den Broeck. "The Social Construction of Targeted Television Advertising." In TVX '17: ACM International Conference on Interactive Experiences for TV and Online Video. ACM, 2017. http://dx.doi.org/10.1145/3077548.3077553.

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Geyik, Sahin Cem, Sergey Faleev, Jianqiang Shen, Sean O'Donnell, and Santanu Kolay. "Joint Optimization of Multiple Performance Metrics in Online Video Advertising." In KDD '16: The 22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. ACM, 2016. http://dx.doi.org/10.1145/2939672.2939724.

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Jinqiao Wang, Yikai Fang, and Hanqing Lu. "Online video advertising based on user’s attention relavancy computing." In 2008 IEEE International Conference on Multimedia and Expo (ICME). IEEE, 2008. http://dx.doi.org/10.1109/icme.2008.4607646.

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Yang, K. C., C. Yang, C. H. Huang, P. H. Shih, and S. Y. Yang. "Consumer attitudes toward online video advertising: An empirical study on YouTube as platform." In 2014 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2014. http://dx.doi.org/10.1109/ieem.2014.7058815.

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