Abstract
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.
- Online video advertisements
- pre-roll advertisements
- video cover images
- basic emotions
- arousal
- sensation seeking
- Received February 2, 2023.
- Received (in revised form) July 14, 2023.
- Accepted July 18, 2023.
- Copyright © 2023 ARF. All rights reserved.
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Vol 63 Issue 4
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- THEORETICAL FRAMEWORK AND HYPOTHESIS DEVELOPMENT
- STUDY 1: VIDEO SELECTION AND VIEWERS’ SENSATIONAL NEEDS
- STUDY 2: THE MATCHING EFFECT ON PRE-ROLL ADVERTISEMENT CLICKING
- STUDY 3: ATTENTION-BASED ACCOUNT OF THE MATCHING EFFECT
- STUDY 4: EMPIRICAL EVIDENCE FROM REAL-WORLD DATA
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- ACKNOWLEDGMENT
- Appendix A
- Appendix B
- Appendix C
- Appendix D
- REFERENCES
- Figures & Data
- Info