YOUR EYES TELL EVERYTHING IMPROVING THE EFFECTIVENESS OF ONLINE VIDEO ADVERTISING: AN EYE-TRACKING APPROACH

Abstract

VIDEO ADVERTISING IS BECOMING INCREASINGLY POPULAR IN ONLINE PRODUCT MARKETING. HOWEVER, DESPITE VIDEO BEING AN ENGAGING MEDIUM, ONLINE VIDEO ADVERTISING IS OFTEN AVOIDED BY USERS. IN FACT, USERS' AVOIDANCE BEHAVIOR, WHICH IMPAIRS THE EFFECTIVENESS OF ONLINE VIDEO ADVERTISING, HAS BECOME A GREAT CONCERN OF ONLINE MARKETERS. THIS THESIS, AIMING TO IMPROVE THE EFFECTIVENESS OF ONLINE VIDEO ADVERTISING, EXPLORES THE OPTIMAL DELIVERY APPROACHES OF ONLINE VIDEO ADVERTISING, I.E., HOW TO DELIVER ONLINE VIDEO ADVERTISING TO MITIGATE USERS' AVOIDANCE TENDENCY AND INCREASE THEIR ATTENTION TO VIDEO ADVERTISING. TWO EMPIRICAL STUDIES ARE INCLUDED IN THIS THESIS: STUDY ONE INVESTIGATES THE IMPACT OF ADVERTISING CHOICE ON USERS' CURIOSITY TOWARDS VIDEO ADVERTISING AND STUDY TWO FOCUSES ON THE IMPACTS OF ADVERTISING TYPE AND EXPOSURE TIMING ON ADVERTISING EFFECTIVENESS.