© Media Watch 10 (S) 78-89, 2019
ISSN 0976-0911 e-ISSN 2249-8818
The Interactive Effect of Product Involvement with Brand Familiarity and
Ad Appeal on Engagement: An Eye-Tracking Study of YouTube Ads
Preetha Menon1 & Josraj Arakkal2
1Symbiosis Institute of Business Management, India
2Symbiosis Institute of Media and Communication, India
Video advertising on the internet is gaining popularity amongst new as well as established brands. Independently, these ads can either have high or low ad appeal. This research studies the interactive effect of product involvement with brand familiarity and ad appeals on outcome parameters like brand engagement, ad stickiness, and intention to purchase. Firstly, a pretest is conducted on 30 ads with 54 participants to segment the ads aired on YouTube into high/low brand familiarity and ad appeal. Four ads are then selected that are either high/low on brand familiarity and high/low on ad appeal. Further, an eye-tracking study using inputs from 103 subjects captures quantitative elements like ad completion rate (ACR), ad abandonment rate (AAR) and click through rate (CTR). It also captures behavioral aspects of eye gaze and fixations. This is then followed by a survey to corroborate the findings from the eye tracking data. Findings reveal that brands that are yet unfamiliar to a market can create engagement by focusing on ad elements. However, brands that are familiar to a market cannot automatically assume engagement. The strategy and treatment for each of the segments identified in the study have to necessarily be different to reach their desired outcome, which is explained by the interactive effect of product involvement with brand familiarity and ad appeal.
Keywords: Ad effectiveness, eye tracker, innovative metrics, online advertising, YouTube ads
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Preetha Menon (Ph.D., Indian Institute of Technology Madras, 2015) is a Faculty in Marketing at Symbiosis Institute of Business Management, Pune and Head – Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University). Her research interests are advertising and sales promotion, social media marketing, and cause-related marketing.
Josraj Arakkal is an Adjunct Professor at Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Pune, India. His research interests include tracking advertising impact and effectiveness, consumer adoption of OTT (over-the-top) / digital video steaming platforms.
Correspondence to: Preetha Menon, Symbiosis Centre for Behavioural Studies, Symbiosis Institute of Business Management Pune, Symbiosis International (Deemed University), Symbiosis Knowledge Village, Lavale, Mulshi, Pune-412 115, India.