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Disruptive Streaming Video Ads Hurt Product Involvement/Brand Recognition
Consumers may love online video platforms like YouTube, but when it comes to the inevitable disruption—the annoying mid-roll ads that start playing in the middle of a scene, sentence or word—they are not so amused. In fact, new research shows that the irritation caused by these ads leads to lower levels of product involvement and brand recognition than that garnered by non-disruptive ads.
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