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The participants were assigned randomly to four groups to watch four different types of ads: 6-second ads with key elements, 15-second ads with key elements, 15-second ads without key elements, and 30-second ads without key elements. We measured advertising effectiveness from four aspects: users\u2019 attention, emotion, memory, and attitudes. During the experiment, a researcher recorded participants\u2019 electroencephalography and eye movements. After the experiment, participants were required to complete a questionnaire and were interviewed. Results showed that participants felt more positive when watching 6-second duration ads in mobile feeds than the 15-second and 30-second ads; however, their memory of the ads was worse. The participants paid more attention to the key elements rather than the content of the ads. This research elucidated the features of native video ads in mobile feeds and provided some useful suggestions for advertisers who design video ads.<\/jats:p>","DOI":"10.1155\/2020\/8836195","type":"journal-article","created":{"date-parts":[[2020,12,2]],"date-time":"2020-12-02T22:32:58Z","timestamp":1606948378000},"page":"1-12","source":"Crossref","is-referenced-by-count":25,"title":["Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds"],"prefix":"10.1155","volume":"2020","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0996-6824","authenticated-orcid":true,"given":"Bingcheng","family":"Wang","sequence":"first","affiliation":[{"name":"Department of Industrial Engineering, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Man","family":"Wu","sequence":"additional","affiliation":[{"name":"Department of Industrial Engineering, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0495-0487","authenticated-orcid":true,"given":"Pei-Luen Patrick","family":"Rau","sequence":"additional","affiliation":[{"name":"Department of Industrial Engineering, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Qin","family":"Gao","sequence":"additional","affiliation":[{"name":"Department of Industrial Engineering, Tsinghua University, Beijing 100084, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","reference":[{"key":"1","doi-asserted-by":"publisher","DOI":"10.2501\/jar-54-1-011-016"},{"key":"2","doi-asserted-by":"publisher","DOI":"10.1016\/j.bushor.2015.06.003"},{"key":"3","doi-asserted-by":"publisher","DOI":"10.1177\/0022242918817549"},{"key":"4","doi-asserted-by":"publisher","DOI":"10.1080\/16522354.2019.1573396"},{"key":"5","doi-asserted-by":"publisher","DOI":"10.1109\/HICSS.2015.410"},{"key":"6","article-title":"Social media in-feed advertising: the impacts of consistency and sociability on ad avoidance","author":"S. 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