Dataset Information

Brand safety: the effects of controversial video content on pre-roll advertising.

ABSTRACT: Newspapers have reported instances of famous brands' ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content-particularly violent, sexual or extremist content-on pre-roll ads. The experiment used measures from studies showing significant broadcast TV content effects on mid-roll advertising, using more extreme cable TV content to increase the chances of finding significant effects on pre-roll ads. Overall, the effects were minimal, with no effects on brand attitudes, ad liking, or three ad memory components-encoding, storage, and retrieval. In contrast to research showing program context effects on mid-roll advertising, context effects (e.g., on brand safety) do not seem an issue for pre-roll ads. A brand's reputation might suffer negative effects from pre-roll advertising in other ways, however. A limitation is that this study did not re-test the effects of controversial content on mid-roll advertising.

SUBMITTER: Bellman S

PROVIDER: S-EPMC6304455 | biostudies-literature | 2018 Dec

REPOSITORIES: biostudies-literature

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Brand safety: the effects of controversial video content on pre-roll advertising.

Bellman Steven S Abdelmoety Ziad H S ZHS Murphy Jamie J Arismendez Shruthi S Varan Duane D

Heliyon 20181219 12

Newspapers have reported instances of famous brands' ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content-particularly violent, sexual or extremist content-on pre-roll ads. The experiment used measures from studies showing significant broadcast TV content effects on mid-roll advertising, using more extreme cable TV content to increas ...[more]

PMID: 30603686

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Dataset Information

Brand safety: the effects of controversial video content on pre-roll advertising.

Publications

Brand safety: the effects of controversial video content on pre-roll advertising.

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