Frank Waddell Co-Authors Article on Ad Customization Effectiveness for Online Video Advertising
Frank Waddell, University of Florida College of Journalism and Communications Journalism assistant professor, is the co-author of “The Impact of Ad Customization and Content Transportation on the Effectiveness of Online Video Advertising” published in the Journal of Current Issues & Research in Advertising published on July 12.
Waddell and co-author Yan Huang examined how ad customization and content transportation influence the effectiveness of online video advertising. Their aim was to extend prior research on ad customization while also providing useful suggestions for how to effectively place embedded ads in a video stream and enhance their effectiveness.
According to the authors, “Overall, the results of the current investigation suggest that the appeal of embedded ads may be enhanced through customization features. Customization can promote feelings of control and personal relevance. However, the positive effects of customization cannot be assumed across all content types. For engaging media experiences characterized by a high degree of transportation, more traditional forms of embedded ads without additional feedback from the user appear to be preferred. Thus, the effects of customization are most likely to be effective when the affirmation of self that customization provides does not interrupt the positive benefits viewers are actively seeking from their desired use of the video content.”