Effectiveness of Visual Variation in Estimating Video Advertising Effectiveness

Abstract

This study examines whether visual variation can be used to estimate the effectiveness of video advertising in a wide range of genres. Visual variation is an index that captures dynamic changes in video (Li et al.,2019). If there is a rapid change in the image, visual variation is high. Visual variation is low when the change in the video is gradual. Visual variation and the effect of video advertisements moved similarly to the wundt curve. However, the results of ANOVA did not show significant differences. There is a need to investigate the relationship between visual variation and the effect of video advertisements by comparing multiple conditions such as the genre of advertisements.