{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,13]],"date-time":"2026-01-13T08:46:34Z","timestamp":1768293994370,"version":"3.49.0"},"reference-count":96,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2020,1,10]],"date-time":"2020-01-10T00:00:00Z","timestamp":1578614400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2020,1,10]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>By integrating the evidence of various audience theories, a comparison is made of viewers\u2019 information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers\u2019 recall.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3\u00d72 experimental design of different ad designs and formats.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers\u2019 reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/oir-01-2019-0035","type":"journal-article","created":{"date-parts":[[2020,1,28]],"date-time":"2020-01-28T07:26:43Z","timestamp":1580196403000},"page":"545-562","source":"Crossref","is-referenced-by-count":31,"title":["Brand recall of skippable vs non-skippable ads in YouTube"],"prefix":"10.1108","volume":"44","author":[{"given":"Daniel","family":"Belanche","sequence":"first","affiliation":[]},{"given":"Carlos","family":"Flavi\u00e1n","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0211-5568","authenticated-orcid":false,"given":"Alfredo","family":"P\u00e9rez-Rueda","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020061010571558200_ref001","unstructured":"Abrahamson, K. 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