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Journal of Promotional Communications

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Published

2016-09-26

Issue

Vol. 4 No. 1 (2016)

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Articles

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How online video advertising affects purchase intent

Alex Atkinson

Bournemouth University

Abstract

Online video advertising can be defined as audio visual content that is distributed via the internet. In its basic form, this can be TV ads run online, but adverts are increasingly adapted or created specifically. They are placed before (pre-roll), during (mid-roll) and after (post-roll) video content. Digital advertising is gaining increasing significance, particularly with the growth of video advertising. Reports have shown that online video adverts increase purchase intent, but with no explanation on how this is achieved. The overall aim of this research study was to determine how online video adverts affect purchase intent. Furthermore, this study has arisen because there is plenty of literature that has explored other advertising channels and how they can drive purchase consideration. A gap in the literature prevails despite video being the second largest format in digital advertising and its continual growth. Quantitative research was carried out, drawing on a number of relevant studies that devised means for measuring advertising value and were tested in the research (Ducoffe 1995; 1996; Logan et al. 2012; Goodrich et al. 2015). A survey research method was carried out on 18-30 year-olds to measure the participant’s responses to attitudes and perceptions upon watching a high and low involvement pre-roll ad. Reasoning for carrying out an online survey was done in order to imitate the effects of watching a pre-roll advert. Statistical and correlational analysis’ were performed using SPSS to measure the particular characteristics (identified in the literature) and attitudes against purchase intent. The findings presented differences in the relationship of the characteristics that drive purchase intent: high involvement adverts must be informative whereas low involvement must be entertaining. Equally the descriptive statistics highlighted the strength of low involvement adverts in triggering purchase intention. Two models will be provided to satisfy the high and low involvement decision-making processes in the conclusion. The study is significant because it offers a commercial value in understanding the process involved in triggering purchase intent for pre-roll video adverts, thus increasing effectiveness. Practitioners can use this framework to be incorporated into message strategy. The framework calls on further research to test the strengths and limitations of the model.  

Author Biography

Alex Atkinson, Bournemouth University

Graduate at Bournemouth University studied Advertising BA (hons) 2012/16.

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