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

van Langenberghe, Anina Noelle Kool; Calderon, Sergio Daniel Prin
Master thesis
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1758452.pdf (1.933Mb)
Preliminary Thesis_Final.pdf (1.674Mb)
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http://hdl.handle.net/11250/2476575
Utgivelsesdato
2017
Metadata
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Samlinger
  • Master of Science [1116]
Sammendrag
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.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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