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The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements.

Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures.

High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention.

This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content.

When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads.

This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

The interdisciplinary nature of video networking, coupled with various recent developments in standards, proposals and applications, poses great challenges to the research and industrial communities working in this area. The main purpose of this paper is to provide a tutorial and survey on recent advances in video networking from an integrated perspective of both video signal processing and networking.

Detailed technical descriptions and insightful analysis are presented for recent and emerging video coding standards, in particular the H.264 family. The applications of selected video coding standards in emerging wireless networks are then introduced with an emphasis on scalable video streaming in multihomed mobile networks. Both research challenges and potential solutions are discussed along the description, and numerical results through simulations or experiments are provided to reveal the performances of selected coding standards and networking algorithms.

The tutorial helps to clarify the similarities and differences among the considered standards and networking applications. A number of research trends and challenges are identified, and selected promising solutions are discussed. This practice would provoke further thoughts on the development of this area and open up more research and application opportunities.

Not all the concerned video coding standards are complemented with thorough studies of networking application scenarios.

The discussed video coding standards are either playing or going to play indispensable roles in the video industry; the introduced networking scenarios bring together these standards and various emerging wireless networking paradigms towards innovative application scenarios.

The comprehensive overview and critiques on existing standards and application approaches offer a valuable reference for researchers and system developers in related research and industrial communities.

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.

The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.

The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.

This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform operation mechanisms.

The authors analyzed the video platform system using a mathematical modeling approach and numerical optimization techniques. Through pricing decisions, the authors obtained equilibrium results for the profitability of the video platforms and analyzed the favorable market factors. The authors then extended the model by analyzing the competitive strategies of the two video platforms in the market.

The authors find that advertiser profitability, ad nuisance, video sensitivity and video creator network effects are important factors influencing the pricing strategy of video platforms. During positive market conditions, video platforms tend to lower their prices until they absorb enough users. As market conditions change, the price adjustment strategies of video platforms are affected by parameter changes and inter-parameter relationships.

The study considers the network effects of video creators, which provides a realistic reference for scholars and managers. In addition, the authors consider the bargaining power of platforms when purchasing content. The authors provide a fresh perspective for scholars while filling a gap in the field as video platforms can acquire a portion of the content on the market by setting a purchase price.

Outlines the technological problems which make it hard to deliver high quality video over the internet, e.g. insufficient bandwidth, clients’ machines etc.; and considers how they might be solved. Describes how digital video, audio presentations and animations can be streamed to a computer and the ways in which various US sectors are actually using streaming media at the moment. Discusses the future for multimedia applications in corporate training, e‐business and higher education; and predicts they will be very widely used as the technology improves.

Explores the concept of using streaming video technology for distance library instruction. Outlines the planning and production of streaming video services for college libraries in the Antelope Valley area of northern Los Angeles County and gives technical requirements for streaming video production.

Academic libraries are struggling to support the growing demand for streaming video. The purpose of this paper is to detail the experience of running three long-term pilots with different streaming video platforms, including processes involved, lessons learned and next steps.

This paper uses a mixed methods approach, combining analysis of usage data with case study observations.

The length of the pilots allowed for deep understanding of the needs of this academic library’s community’s engagement with streaming video in the classroom, and confirmed anecdotal information that availability of multiple platforms supports diverse needs which led to continuing access to all platforms, operationalized to be managed within existing processes. Using usage data and feedback from a task force led to decisions to continue with all three platforms that were piloted.

While this research describes the experience at one academic library, the information may be generalizable enough that other libraries may use it for their streaming video collection development decisions.

Long-term pilot studies for streaming video platforms can be challenging for many libraries to undertake. With a modest initial financial commitment, the library was able to explore how the community might use streaming video. Through analysis of usage data, the library was able to see when, where and what was being used and could make better informed decisions about where to concentrate future funds for streaming video support.

The purpose of this paper is to conduct an in-depth exploration of the special context and user experiences of live video streaming and to provide insights regarding an interpretation of the contextualization experiences model.

This study used netnography, online interviews and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combined online and offline studies to achieve greater consistency in the data collection, analysis and other processes.

The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insights of the contextualization experiences model are presented.

This study resulted in the development of a substantive theory that provides insight into interpreting the contextualization experiences model. The theory was developed based on raw data to enable it to explain the phenomena in the context of similar instances of live video streaming.