A cross-platform study of brand recall in online video advertising

Abstract

This study investigates the effect of online video advertising on brand recall across online video platforms. The platforms included in the study are an online news-streaming platform, an online television-streaming platform, and an online video-sharing platform. In addition, we test the effects that frequency of ad exposure, satisfaction with the viewing experience, previous exposure to the platform, and age have on brand recall, which is measured by using unaided, aided, and extra aided recall scenarios. Online video-sharing platforms have a significantly stronger effect on aided and extra aided brand recall than online news-sharing platforms, implying that, in order to recall the advertised brand on an online video-sharing platform, additional brand triggers are required. Satisfaction has a significant but negative impact on all three brand recall scenarios, indicating that the more the viewer is immersed in the viewing experience, the less they will be able to recall the brand.