ABSTRACT
Digital video advertising (DVA) shares similarities with traditional video advertising on television; however, there are some unique characteristics distinguishing it from television advertising. Though most research on the practice and effects of DVA is recent, it is a growing body of literature. This chapter reviews research on DVA effects and influencing factors and provides an overview of the state of knowledge on the topic. Key findings reveal that: (1) longer-form DVA and mid-roll in-stream DVA tend to generate better memory effects, and (2) DVA with skip options and higher emotional appeals reduces ad intrusiveness and avoidance while also improving attitudinal outcomes and ad viewing. After considering the unique characteristics of DVA and its rapid evolution and expansion, this chapter closes with suggestions for the direction of future research.
