| The purpose of this study was to gain a better understanding of self-brand congruity, ad position, and ad duration and how these factors, individually and in combination, impact the perceived effectiveness of an advertising message. The study provides an examination of the long-standing hierarchy of effects framework within a new context, embedded online video advertisements.;To achieve these aims, an online experiment was conducted based on a two (self-brand congruity) X two (ad position) X two (ad duration) between subjects design. Eight dependent measures were used to assess the effectiveness of the ads and three brand personality dimensions (excitement, sophistication, ruggedness) were included in the model as replicates. As expected, participants who saw ads placed in the mid-roll position were able to recall significantly more details of the ads than subjects who viewed ads in the pre-roll position. Also, 30-second ads resulted in higher levels of recall than did 15-second ads. Self-brand congruity did not have as much of an impact as anticipated; however, within certain personality dimensions and when coupled with one or both of the other factors, this independent variable produced significant results.;In addition, ad position and ad duration were each found to have some influence on the effectiveness of the ad, but their impact was, in most cases, contingent upon the personality of the brand showcased in the ad. These findings suggest many key implications for advertising practitioners as well as promising areas of future research in the area of online video advertising. |
