Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
研究比较了在线视频平台中干扰性与非干扰性广告的效果，发现广告在不同内容环境（叙事与非叙事）下对消费者感知和广告效果有不同影响，对广告主有重要启示。
YouTube and other video-sharing platforms have soared in popularity. Less loved, however, are the disruptive advertisements on these channels. This study investigates the impact of disruptive versus nondisruptive advertisements on advertising effectiveness and on consumers’ perceptions of the advertisements and media content. The authors also assessed whether these advertisements have different effects in different content environments such as narrative content versus nonnarrative content. They tested two competing sets of hypotheses (disruption versus spillover) in a 3 (Advertisement Placement) × 2 (Content Type) experiment that included 506 U.S. participants. The results have important implications for advertisers on these channels.