The Effect of Advertising and Online Video Content Thematic Congruency on Advertising Effectiveness

2019 ◽  
Vol 30 (4) ◽  
pp. 137-158
Author(s):  
Yeuseung Kim ◽  
◽  
Sun-Jae Doh
Keyword(s):  
Advertising Effectiveness ◽  
Online Video ◽  
Video Content

scholarly journals Can Watching Online Videos Be Addictive? A Qualitative Exploration of Online Video Watching among Chinese Young Adults

2021 ◽  
Vol 18 (14) ◽  
pp. 7247
Author(s):  
Zeyang Yang ◽  
Mark Griffiths ◽  
Zhihao Yan ◽  
Wenting Xu
Keyword(s):  
Social Interaction ◽  
Short Form ◽  
Leisure Activity ◽  
Online Video ◽  
Video Content ◽  
Structured Interviews ◽  
Negative Effects ◽  
Online Videos ◽  
Chinese Young Adults ◽  
Qualitative Exploration

Watching online videos (including short-form videos) has become the most popular leisure activity in China. However, a few studies have reported the potential negative effects of online video watching behaviors (including the potential for ‘addiction’) among a minority of individuals. The present study investigated online video watching behaviors, motivational factors for watching online videos, and potentially addictive indicators of watching online videos. Semi-structured interviews were conducted among 20 young Chinese adults. Qualitative data were analyzed using thematic analysis. Eight themes were identified comprising: (i) content is key; (ii) types of online video watching; (iii) platform function hooks; (iv) personal interests; (v) watching becoming habitual; (vi) social interaction needs; (vii) reassurance needs; and (viii) addiction-like symptoms. Specific video content (e.g., mukbang, pornography), platform-driven continuous watching, and short-form videos were perceived by some participants as being potentially addictive. Specific features or content on Chinese online video platforms (e.g., ‘Danmu’ scrolling comments) need further investigation. Future studies should explore users’ addictive-like behaviors in relation to specific types of online video content and their social interaction on these platforms.

Where are the ‘key’ words? Optimizing multimedia textual attributes to improve viewership

First Monday ◽  
2015 ◽  
Author(s):  
Tatiana Pontes ◽  
Elizeu Santos-Neto ◽  
Jussara Almeida ◽  
Matei Ripeanu
Keyword(s):  
Hybrid Approach ◽  
Online Video ◽  
Video Content ◽  
Tag Recommendation ◽  
Operational Costs ◽  
Youtube Videos ◽  
Textual Features ◽  
Selection For ◽  
The Impact

Multimedia content is central to our experience on the Web. Specifically, users frequently search and watch videos online. The textual features that accompany such content (e.g., title, description, and tags) can generally be optimized to attract more search traffic and ultimately to increase the advertisement-generated revenue.This study investigates whether automating tag selection for online video content with the goal of increasing viewership is feasible. In summary, it shows that content producers can lower their operational costs for tag selection using a hybrid approach that combines dedicated personnel (often known as ‘channel managers’), crowdsourcing, and automatic tag suggestions. More concretely, this work provides the following insights: first, it offers evidence that existing tags for a sample of YouTube videos can be improved; second, this study shows that an automated tag recommendation process can be efficient in practice; and, finally it explores the impact of using information mined from various data sources associated with content items on the quality of the resulting tags.

Analysis on Students’ Online Video Content Preference

2018 ◽  
Vol 24 (1) ◽  
pp. 524-526 ◽  
Author(s):  
Hendy Kasim ◽  
Asnan Furinto ◽  
Ronnie Resdianto Masman
Keyword(s):  
Online Video ◽  
Video Content

scholarly journals YouTube advertising: Exploring its effectiveness

2019 ◽  
Vol 19 (1) ◽  
pp. 127-145
Author(s):  
Elmira Djafarova ◽  
Kristina Kramer
Keyword(s):  
Social Media ◽  
Interactive Video ◽  
Online Advertising ◽  
User Generated Content ◽  
Advertising Effectiveness ◽  
Online Video ◽  
Factors Affecting ◽  
Academic Literature ◽  
Video Advertising ◽  
Theoretical Foundations

Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.

Gender differentials and implicit feedback on online video content: enhancing user interest evaluation

2019 ◽  
Vol 119 (5) ◽  
pp. 1128-1146
Author(s):  
Woonkian Chong ◽  
Simon Rudkin ◽  
Junhui Zhang
Keyword(s):  
User Interaction ◽  
Implicit Feedback ◽  
Online Video ◽  
Video Content ◽  
User Characteristics ◽  
User Interest ◽  
Normal Behaviour ◽  
Content Type ◽  
Gender Differentials ◽  
Site Design

Purpose Exponential growth in online video content makes viewing choice and video promotion increasingly challenging. While explicit recommendation systems have value, they inherently distract the user from normal behaviour and are open to numerous biases. To enhance user interest evaluation accuracy, the purpose of this paper is to comprehensively examine the relationship between implicit feedback and online video content, and reviews gender differentials in the interest indicated by a comprehensive set of viewer responses. Design/methodology/approach This paper includes 200 useable observations based on an experiment of user interaction with the Youku platform (one of the largest video-hosting websites in China). Logistic regression was employed for its simple interpretation to test the proposed hypotheses. Findings The findings demonstrate gender differentials in cursor movement behaviour, explainable via well-studied splits in personality, biological factors, primitive behaviour and emotion management. This work offers a solution to the sparsity of work on implicit feedback, contributing to the literature that combines explicit and implicit feedback. Practical implications This study offers a launch point for further work on human–computer interaction, and highlights the importance of looking beyond individual metrics to embrace wider human traits in video site design and implementation. Originality/value This paper links implicit feedback to online video content for the first time, and demonstrates its value as an interest capturing tool. By reviewing gender differentials in the interest indicated by a comprehensive set of viewer responses, this paper indicates how user characteristics remain critical. Consequently, this work signposts highly fruitful directions for both practitioners and researchers.

Fandomization of online video or television in China

2019 ◽  
Vol 41 (7) ◽  
pp. 995-1010 ◽  
Author(s):  
Anthony YH Fung
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Discourse ◽  
Media Ecology ◽  
Online Video ◽  
Video Content ◽  
Television Industry ◽  
Television Production ◽  
Production Company ◽  
Television Market

In this article, I explain a new media ecology for online television in which the online audience or fans and their participation play a stronger role in swaying the online video content or production. I call it fandomization of online television. Dependent on the number of online users and the viewership, online television platforms have to produce programs that align with the fans’ discourse and emotions to maximize their viewership. This results in a fan-discourse-led production, as in the case of China’s huge online video or television market. Based on my study of the top online television production company, Tencent Video, and its top television program, as well as ethnographic observations of their productions, I illustrate how Tencent Video manages fans by establishing a fan-based platform that works in tandem with its television platform. The dual television and fan-based platform of the television industry forms an interlocking web of the network of fans, their idols, and social media, with the consequences that social and political public discourse are highly synchronized in China’s extremely controlled Internet.

scholarly journals Once upon a time in streaming video: A community college’s adventure with Kanopy’s PDA model

2019 ◽  
Vol 80 (9) ◽  
pp. 498 ◽  
Author(s):  
Andrea Rodgers
Keyword(s):  
United States ◽  
Academic Libraries ◽  
The United States ◽  
Streaming Video ◽  
Recent Survey ◽  
Online Video ◽  
Video Content ◽  
Internet Users

A recent survey found that 51% of Internet users in the United States watch online video content every day. In 2018, adults aged 18 to 34 spent a weekly average of 105 minutes watching video content on their smartphones. For better or worse, streaming video is here to stay and so is the expectation for access to it. Despite shrinking budgets, academic libraries are spending valuable funds on streaming video resources to meet these new demands.

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