Effective insertion timing for improving corporate and product brand awareness in video advertisement

Abstract

With the increase in Internet advertising, the use of video advertising is expanding. Studies on the timing of presenting corporate/product brands in a video advertisement are lacking. Therefore, this study tested the hypothesis that the timing of corporate/product brand disclosure at the end of a video advertisement increases product awareness compared to the beginning or middle of a video advertisement, using an accessory video advertisement as the target. Results of a randomized controlled trial in an online survey environment supported the hypothesis. This study proved the importance of the timing of revealing the corporate/product brand even in video advertisements with the same content. Video advertisements should be designed based on these scientific findings.