Published October 11, 2023 | Version v1
Journal article Restricted

Impact of Video Ad Formats on YouTube on Consumer Behaviour

Creators

  • 1. School of Branding and Advertising, NMIMS, India
  • 2. IIEBM, Indus Business School, Pune
  • 3. ASM's Institute of Business Management and Research, Savitribai Phule Pune University, Pune
  • 4. G H Raisoni College of Engineering and Management, Pune
  • 5. Dr. Vishwanath Karad's MIT World Peace University, School of Business, Pune

Description

Abstract: This paper investigates the influence of video ad formats on YouTube on consumer behavior. The study encompasses a range of factors, including visual appeal, relevancy, credibility, irritability, and the likelihood of sharing video ads with others. The study explores the impact of video ad formats on consideration of advertised products or services, active engagement with ads, purchase behavior, brand loyalty, and the influence on decision-making processes. Drawing from a diverse collection of empirical studies, the findings reveal the significant role that video ad formats on YouTube play in shaping consumer behavior. Attention-grabbing attributes, such as visually appealing content and relevant information, contribute to positive consumer perceptions and increased likelihood of considering advertised products or services. Moreover, credibility and trustworthiness of video ads enhance brand perception and influence purchasing decisions. Additionally, the analysis highlights the importance of strategic placement and timing of video ads. Pre-roll ads, shown before desired video content, have a higher impact on engagement and brand recall compared to mid-roll or post-roll ads. Overall, this research underscores the vital role of video ad formats on YouTube in shaping consumer behavior. The findings provide valuable insights for marketers, enabling them to design effective video ad campaigns that engage viewers, influence perceptions, and drive desired consumer actions.

Keywords: video ads, YouTube, Consumer Behavior, Perceptions, Engagement, Purchasing Decisions, Brand Loyalty

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