How Video Cover Images Influence Pre-Roll Advertisement Clicks
研究视频封面图片的唤醒水平与观众感官需求的匹配对前贴片广告点击率的影响，发现匹配能显著增加广告点击，且正面情绪封面会增强此效应。
This research investigates the impact of video cover images on pre-roll advertisement clicks. It examines the arousal level of cover images, their interaction with viewers’ sensational needs, and their effect on pre-roll advertisement clicking. With data from a leading online video platform and three experimental studies, the findings reveal that matching the arousal level (high versus low) of cover images with viewers’ sensational needs (high versus low) significantly increases advertisement clicks. The matching leads to focused attention on advertisements, ultimately increasing advertisement clicks. The emotional valence of cover images moderates the effect, such that positive-valenced cover images further amplify the matching effect.