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Examining digital video advertising (DVA) effectiveness: The role of product category, product involvement, and device

Kristin Stewart (Marketing Department, California State University, San Marcos, California, USA)
Matt Kammer-Kerwick (Bureau of Business Research, IC2 Institute, University of Texas at Austin, Austin, Texas, USA)
Allison Auchter (School of Medicine, University of California San Diego, La Jolla, California, USA)
Hyeseung Elizabeth Koh (Stan Richards School of Advertising and PR, University of Texas at Austin, Austin, Texas, USA)
Mary Elizabeth Dunn (Stan Richards School of Advertising and PR, University of Texas at Austin, Austin, Texas, USA)
Isabella Cunningham (Stan Richards School of Advertising and PR, University of Texas at Austin, Austin, Texas, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 11 November 2019

Abstract

Purpose

Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.

Design/methodology/approach

To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.

Findings

DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.

Research limitations/implications

Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.

Practical implications

Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.

Originality/value

As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

Keywords

Acknowledgements

The authors wish to acknowledge the IC2 Institute at The University of Texas at Austin for providing the funding for this research. The authors would also like to thank the anonymous reviewers of this manuscript. Their feedback has greatly improved the organization and readability of this paper.

Citation

Stewart, K., Kammer-Kerwick, M., Auchter, A., Koh, H.E., Dunn, M.E. and Cunningham, I. (2019), "Examining digital video advertising (DVA) effectiveness: The role of product category, product involvement, and device", European Journal of Marketing, Vol. 53 No. 11, pp. 2451-2479. https://doi.org/10.1108/EJM-11-2016-0619

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Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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