The Intrusive Impact of In-Stream Video Advertising on Facial Expression and Attitudes

ContributorsKhidasheli, Mariam
Master program titleMaîtrise universitaire en psychologie
Defense date2014

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.

Citation (ISO format)
KHIDASHELI, Mariam. The Intrusive Impact of In-Stream Video Advertising on Facial Expression and Attitudes. 2014.
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Master thesis
  • PID : unige:39058

Technical informations

Creation07/31/2014 10:02:00 AM
First validation07/31/2014 10:02:00 AM
Update time03/14/2023 9:29:20 PM
Status update03/14/2023 9:29:20 PM
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