Consider Arousal Level when Picking Cover Images for Pre-Roll Video Ads

Consider Arousal Level when Picking Cover Images for Pre-Roll Video Ads

  • JOURNAL OF ADVERTISING RESEARCH
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Summary

Cover images—the preview images that provide a glimpse of the content to be shown in pre-roll video ads—can determine whether or not someone clicks on the ad, depending on the level of arousal in those images and how well it meets their sensational needs, new research shows.

Author bios:

Mingyue Zhang (myzhang@aebs.ecnu.edu.cn) is an assistant professor at the Asia Europe Business School, East China Normal University, Shanghai, China. Her research areas of focus are user-generated content, social media marketing and online video ads.

Jiang Qian (jiang.qian@sydney.edu.au) is a lecturer at The University of Sydney Business School, Sydney, Australia. Qian specializes in developing quantitative models and machine-learning methods to extract marketing insights from large-scale structured and unstructured data, with particular interests in social media, online search and health care markets.

Jiaqi Cao (51204410003@stu.ecnu.edu.cn) is a graduate student at the Asia Europe Business School, East China Normal University, Shanghai, China.