Academic Journal
Προβολή σε EDS

Which Ad Do You Want to View First? The Customization of In-Stream Ad Sequence.

Λεπτομέρειες βιβλιογραφικής εγγραφής
Τίτλος: Which Ad Do You Want to View First? The Customization of In-Stream Ad Sequence.
Συγγραφείς: Takeuchi, Ryosuke1 (AUTHOR) r_takeuchi@meiji.ac.jp, Morioka, Kosaku2 (AUTHOR)
Πηγή: Journal of Interactive Advertising. Aug2026, p1-15. 15p. 2 Illustrations.
Θεματικοί όροι: *Streaming video & television, *Consumer preferences, *Advertising media planning, *Advertisers, *Advertising, Ad-supported streaming television
Περίληψη: AbstractOn online video streaming platforms, consumers are often forced to watch multiple in-stream ads, which increases perceived intrusiveness. To mitigate the negative effects, prior research has examined several forms of ad customization, including attribute-selective, brand-selective, and attribute-constructive approaches. However, none fully meet the needs of consumers, advertisers, and platforms. This research aims to explore the effectiveness of ad sequence customization, which allows consumers to choose the order of upcoming in-stream ads of different advertisers from predefined options. Study 1 demonstrated that this novel approach enhances ad comprehension, ad attitudes, and platform attitudes by increasing a sense of control and reducing intrusiveness. Study 2 replicated these effects and ruled out alternative explanations. Drawing on the mere-choice effect, we imply that giving consumers control over the temporal structure of the viewing experience, rather than control over the advertised content, may be one promising approach that accommodates the interests of all three stakeholder groups. We also discuss practical implications for both advertisers and platforms. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Interactive Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Βάση Δεδομένων: Business Source Index
FullText Text:
  Availability: 0
CustomLinks:
  – Url: https://resolver.ebsco.com/c/fiv2js/result?sid=EBSCO:bsx&genre=article&issn=15252019&ISBN=&volume=&issue=&date=20260811&spage=1&pages=1-15&title=Journal of Interactive Advertising&atitle=Which%20Ad%20Do%20You%20Want%20to%20View%20First%3F%20The%20Customization%20of%20In-Stream%20Ad%20Sequence.&aulast=Takeuchi%2C%20Ryosuke&id=DOI:10.1080/15252019.2026.2707397
    Name: Full Text Finder (for New FTF UI) (ns324271)
    Category: fullText
    Text: Full Text Finder
    MouseOverText: Full Text Finder
Header DbId: bsx
DbLabel: Business Source Index
An: 196065637
RelevancyScore: 1435
AccessLevel: 6
PubType: Academic Journal
PubTypeId: academicJournal
PreciseRelevancyScore: 1435
IllustrationInfo
Items – Name: Title
  Label: Title
  Group: Ti
  Data: Which Ad Do You Want to View First? The Customization of In-Stream Ad Sequence.
– Name: Author
  Label: Authors
  Group: Au
  Data: <searchLink fieldCode="AR" term="%22Takeuchi%2C+Ryosuke%22">Takeuchi, Ryosuke</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> r_takeuchi@meiji.ac.jp</i><br /><searchLink fieldCode="AR" term="%22Morioka%2C+Kosaku%22">Morioka, Kosaku</searchLink><relatesTo>2</relatesTo> (AUTHOR)
– Name: TitleSource
  Label: Source
  Group: Src
  Data: <searchLink fieldCode="JN" term="%22Journal+of+Interactive+Advertising%22">Journal of Interactive Advertising</searchLink>. Aug2026, p1-15. 15p. 2 Illustrations.
– Name: Subject
  Label: Subject Terms
  Group: Su
  Data: *<searchLink fieldCode="DE" term="%22Streaming+video+%26+television%22">Streaming video & television</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+preferences%22">Consumer preferences</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertising+media+planning%22">Advertising media planning</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertisers%22">Advertisers</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Ad-supported+streaming+television%22">Ad-supported streaming television</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: AbstractOn online video streaming platforms, consumers are often forced to watch multiple in-stream ads, which increases perceived intrusiveness. To mitigate the negative effects, prior research has examined several forms of ad customization, including attribute-selective, brand-selective, and attribute-constructive approaches. However, none fully meet the needs of consumers, advertisers, and platforms. This research aims to explore the effectiveness of ad sequence customization, which allows consumers to choose the order of upcoming in-stream ads of different advertisers from predefined options. Study 1 demonstrated that this novel approach enhances ad comprehension, ad attitudes, and platform attitudes by increasing a sense of control and reducing intrusiveness. Study 2 replicated these effects and ruled out alternative explanations. Drawing on the mere-choice effect, we imply that giving consumers control over the temporal structure of the viewing experience, rather than control over the advertised content, may be one promising approach that accommodates the interests of all three stakeholder groups. We also discuss practical implications for both advertisers and platforms. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Interactive Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsx&AN=196065637
RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.1080/15252019.2026.2707397
    Languages:
      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 15
        StartPage: 1
    Subjects:
      – SubjectFull: Streaming video & television
        Type: general
      – SubjectFull: Consumer preferences
        Type: general
      – SubjectFull: Advertising media planning
        Type: general
      – SubjectFull: Advertisers
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Ad-supported streaming television
        Type: general
    Titles:
      – TitleFull: Which Ad Do You Want to View First? The Customization of In-Stream Ad Sequence.
        Type: main
  BibRelationships:
    HasContributorRelationships:
      – PersonEntity:
          Name:
            NameFull: Takeuchi, Ryosuke
      – PersonEntity:
          Name:
            NameFull: Morioka, Kosaku
    IsPartOfRelationships:
      – BibEntity:
          Dates:
            – D: 11
              M: 08
              Text: Aug2026
              Type: published
              Y: 2026
          Identifiers:
            – Type: issn-print
              Value: 15252019
          Titles:
            – TitleFull: Journal of Interactive Advertising
              Type: main
ResultId 1