Abstract:
Today Online Video Advertising is one of the most important advertising tools
within the growing importance of technology. Success or failure of any advertising
campaign depends on the effectiveness of the selected marketing tool. According to
several studies 75% of online video advertising campaigns tend to fail. The
researcher identified that online video advertisement creation without having clear
view about consumers’ attitudes towards the advertisements is the major reason
for that. By reviewing the literature, the researcher identified that entertainment,
informativeness, irritation and credibility are some of the most important factors
which impacts on consumers’ attitudes toward online video advertisements. This
study aimed to find out whether each variable affect consumers’ attitudes toward
online video advertisements. The population of the study was university students
at five state universities. Data were collected through a survey method using online
distributed questionnaires. A multiple regression analysis was applied to find out
the impact of each variable on consumers’ attitudes toward online video
advertisements. Data were analyzed by using the SPSS 21.0 soft-ware package.
Results indicated that the entertainment, informativeness, irritation and credibility
had positive impacts on consumers’ attitudes toward online video advertisements.
This study provides practical recommendations to marketing and brand managers
in understanding customer attitudes when designing their advertising strategies
regarding online video advertisements.
