Open Access

Cornelia Yamoah-Danso

• This research identifies positive and negative influence factors by examining the effectiveness of digital video advertising. The objective is to discover ways of leveraging these factors successfully through an extensive literature review. As this ad format has developed into a staple in most brands' media strategy, it is valuable to drive understanding of effective implementation forward. Three brands that utilize digital video advertising are selected for an analysis of their recently published ads. This analysis is supported by a suggested model that was developed based on advertising literature to assess ad effectiveness. Results show that the perceived intrusiveness of an ad and the consequential ad avoidance behaviours in consumers represent a hindrance to ad effectiveness. In contrast, elements used in an advertisement that increase its value facilitated ad effectiveness. Credibility, entertainment and informativeness are ad value contributors and impact ad recall, the gateway to positive marketing outcomes such as purchasing decisions. The circumstances under which consumers are exposed to digital video advertisements play a role in if the ad message can effectively be conveyed. While negative influence factors have their detriment, they can still be counteracted and leveraged. Advertisers and ad-supported video streaming sites like YouTube can find ways to broadcast ads without significantly impeding the user experience and, in doing so, secure the continued profitability of this promotion format that depends on users watching ads.