Nowadays, the majority of online streaming platforms display video advertisements embedded within the streamed content. This form of advertising, known as in-stream video advertising, has grown steadily over the years (eMarketer, 2012). There is wide ranging consensus amongst viewers that such ads have negatively impacted their streaming experience. Could then in-stream video advertising lead to paradoxical effects on brand attitude? The present research aims to explore the emotional and attitudinal effects associated with in-stream video advertising in different contexts, examining: 1) The degree to which the viewer is in a goal-oriented behavior and 2) The temporal positioning of the ad within the streamed content (pre-roll and mid-roll). Our results indicate that the mid-roll advertisement is judged as more intrusive and leads to a more negative attitude towards the ad and the brand than the pre-roll ad. Furthermore we find enhanced corrugator (frowning) activation in response to in-stream video ads. Marketing policy implications are discussed.