The Impact Of Barrage On The Processing Effect Of Video Ads

When watching the video,many subtitles drifted through the screen,and it seemed like a barrage in the game,so we called the real-time comment function suspended above the video as the "barrage".Barrage advertising is a new concept that comes with the phenomenon of barrage.With the advancement of technology and the development of the Internet,barrage video advertising provides a new way of thinking for corporate branding and product marketing:barrage video advertising can obtain extremely high readings at zero cost,leaving video users with a deep impression;at the same time,the interaction and comment mode of the barrage system creates the possibility of "sharing" with product-related information.Therefore,the rational use of the barrage in video advertising is one of the effective means to improve the effectiveness of video advertising in the future.However,to the best of our knowledge,very few researches examine the effects of barrage-based advertising on the consumers.It is urgent to adopt a systematic scientific approach to conduct in-depth research on this promising emerging media communication form.Therefore,this study designed two experiments to examine the role of the video advertising of the barrage and the settings of the barrage,such as the location,font size and other factors affecting the effectiveness of video advertising.In Experiment 1,we examined the effect of the barrage on the effectiveness of the video advertisement.40 participants watched commercial advertisements with and without barrages and they were asked to rate advertising effectiveness including cognition,attitude,and purchase intention when the experiment was over.The total scores from above-mentioned measures were also computed.Planned comparisons adopted linear mixed-effects models(LMM)using the lme4 package in R.The results showed that barrage-based video advertisements scored higher on all measures than the advertisement without online barrages.In Experiment 2,we investigated whether the size(large,standard,and small)and positon(top and bottom)of barrages affected the effectiveness of video advertising.Sixty participants watched six types of commercial advertisements and rate as Exp.l.LMM results showed that there were significant effects of position and font size on all measures.Interestingly,a significant interaction between position and font size was observed.Further analysis revealed that the large-sized barrage at the top had the best effect,and the small-sized barrage at the bottom was the worst.In summary,these findings show that the barrage significantly improve the processing of video ads,and the effect is significantly affected by the size and location of the barrage.For such results,we can use the attention to processing and cognitive resource theory for analysis.We interpret the results within a selective attention,interactive cognitive processing video advertisement processing.