Zusammenfassung
Autoplay video ads are prevalent across different digital media platforms, including mobile apps. These ads usually default to the ’sound-on’ option to draw more attention from users, while they can also default to “sound-off”. However, whether a sound-on or sound-off autoplay video ad in a mobile app performs better is unknown at this time. The current study tested the effects of the sound factor in mobile autoplay video ads on consumer memory and attitude toward the ad and the brand. A potential moderating role of consumers’ expectancy about mobile video ads was also tested. Guided by the limited capacity model of mediated messages, expectancy violations theory, and the mere exposure effect, a field experiment with a two-stage procedure of data collection was conducted. The results show that: 1) a sound-on autoplay video ad generated stronger recall of ad content than a sound-off ad, and 2) a sound-on ad generated significant changes of ad attitude in a positive direction over time, while a sound-off ad did not. Theoretical and practical implications are discussed.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Afifi, W. A., & Metts, S. (1998). Characteristics and consequences of expectation violations in close relationships. Journal of Social and Personal Relationships,15(3), 365–392.
Burgoon, J. K. (1978). A communication model of personal space violations: Explication and an initial test. Human Communication Research,4(2), 129–142.
Burgoon, J. K., & Hale, J. L. (1988). Nonverbal expectancy violations: Model elaboration and application to immediacy behaviors. Communications Monographs,55(1), 58–79.
Burke, M. C., & Edell, J. A. (1986). Ad reactions over time: Capturing changes in the real world. Journal of Consumer Research,13(1), 114–118.
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research,30(2), 292–304.
Fang, X., Singh, S., & Ahluwalia, R. (2007). An examination of different explanations for the mere exposure effect. Journal of Consumer Research,34(1), 97–103.
Graham, F. K. (1997). Afterward: Pre-attentive processing and passive and active attention. In P. J. Lang, R. F. Simons, M. Balaban, & R. Simons (Eds.), Attention and orienting: Sensory and motivational processes (pp. 417–452). Hillsdale: Erlbaum.
IAB. (2018). IAB Digital video glossary. https://www.iab.com/wp-content/uploads/2019/07/IAB_Digital-Video-Glossary-2018.pdf.
Janiszewski, C. (1993). Preattentive mere exposure effects. Journal of Consumer Research,20(3), 376–392.
Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research,28(1), 18–32.
Kim, S., Lee, J., & Huh, J. (2019). Digital video advertising. In S. Rodgers & E. Thorson (Eds.), Advertising theory (2nd ed., pp. 382–403). New York: Routledge.
Kronrod, A., & Huber, J. (2018). Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference. International Journal of Research in Marketing,36(2), 306–324.
Laczniak, R. N., & Muehling, D. D. (1990). Delayed effects of advertising moderated by involvement. Journal of Business Research,20(3), 263–277.
Laczniak, R. N., & Muehling, D. D. (1993). Toward a better understanding of the role of advertising message involvement in ad processing. Psychology & Marketing,10(4), 301–319.
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication,50(1), 46–70.
Lang, A. (2006). Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages. Journal of Communication,56(suppl_1), 57–80.
Lee, J., & Lee, M. (2011). Factors influencing the intention to watch online video advertising. Cyberpsychology, Behavior, and Social Networking,14(10), 619–624.
Leshner, G., Reeves, B., & Nass, C. (1998). Switching channels: The effects of television channels on the mental representations of television news. Journal of Broadcasting & Electronic Media,42(1), 21–33.
Li, H., & Lo, H.-Y. (2015). Do you recognize its brand? The effectiveness of online in-stream video advertisements. Journal of Advertising,44(3), 208–218.
Logan, K. (2013). And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently? Journal of Marketing Communications,19(4), 258–276.
MacKenzie, S., & Lutz, R. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing,53(2), 48–65.
McMillan, S. J., & Hwang, J.-S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising,31(3), 29–42.
Pew Research Center. (2015). Americans’ views on mobile etiquette. https://www.pewresearch.org/internet/2015/08/26/americans-views-on-mobile-etiquette/.
Siegel, J. T., Burgoon, J. K. (2002). Expectancy theory approaches to prevention: Violating adolescent expectations to increase the effectiveness of public service announcements. Mass Media and Drug Prevention: Classic and Contemporary Theories and Research, 163–186.
Spartz, E. (2017). Are Facebook’s recent changes to videos affecting its user experience? AdWeek.https://www.adweek.com/digital/emerson-spartz-dose-guest-post-facebook-changes-videos-user-experience.
Stafford, T., & Grimes, A. (2012). Memory enhances the mere exposure effect. Psychology & Marketing,29(12), 995–1003.
Zaichkowsky, J. L. (1987). The emotional affect of product involvement. In M. Wallendorf & P. Anderson (Eds.), Advances in Consumer Research (Vol. 14, pp. 32–35). Provo: Association for Consumer Research.
Zajonc, R. B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science,10(6), 224–228.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Kim, E., Huh, J. (2021). The Sound Factor in Autoplay Mobile Video Ads. In: Waiguny, M.K.J., Rosengren, S. (eds) Advances in Advertising Research (Vol. XI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-32201-4_14
Download citation
DOI: https://doi.org/10.1007/978-3-658-32201-4_14
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-32200-7
Online ISBN: 978-3-658-32201-4
eBook Packages: Business and ManagementBusiness and Management (R0)