Improving pre-roll advertisements through the use of congruence

• Main Authors: Lee, Debbie Meiyi, Lai, Aloysius Mun Seng, Ling, Debby Zhi Lei, Yeo, Xinzi
• Other Authors: Jung Younbo
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/59608
• Institution: Nanyang Technological University

Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of the current study is to investigate the effects of ad congruence (ad-context congruence and ad-profile congruence) on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed.