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Nondiegetic Youtube Advertising: An Eye-Tracking Investigation, Alex Farmer, Jeffery Allen, Matt Egizii, Paul Skalski, Kimberly Neuendorf
Nondiegetic Youtube Advertising: An Eye-Tracking Investigation, Alex Farmer, Jeffery Allen, Matt Egizii, Paul Skalski, Kimberly Neuendorf
Undergraduate Research Posters 2013
YouTube is an online media site with over one billion hours of user-generated content, and a monthly worldwide viewership averaging over six billion hours. This volume motivates advertisers to reach out to this enormous audience. Advertisers wish to capture the attention of an audience, avoid causing annoyance, and minimize intrusiveness. In this study, a YouTube video tutorial has been used to create five conditions testing reactions to nondiegetic advertising. Participants will be shown one of five versions of the tutorial. Each version includes either no advertisements, or one of the following: A TrueView video advertisement that is not skipped, a …