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Short Video Ads

In today's world, there is an unending supply of video content that is available for consumers to view. This inevitably creates endless competition among advertisers. Increasingly, consumers are only willing to watch ads that are relevant, attention-grabbing, and valuable. As a result, the average length of time that people spend watching ads has decreased across nearly every medium. To combat this, some brands are testing short video ads as a way to beat the skip button and capture short attention spans.

Short Video Ads to Beat the Skip Button


Users' perceived ease of use of health-related short-video ads affects users' perceived usefulness of short-video ads

Perceived ease of use of health-related short-video ads has a significant impact on users' perceptions of usefulness. Perceived ease of use also affects users' attitudes toward these ads, which affects their purchase intentions. Therefore, health-related short-video ads should be developed with perceived ease of use in mind.

The study found that health-related short-video ads' perceived usefulness increased with the perceived ease of use. This was partially mediated by the perceived informativeness, intrusiveness, and social interaction. When the perceived usefulness of health-related short-video ads increased, users' purchase intentions increased.

The study also found that social interactions in short-video ads may increase users' acceptance of these ads. The study also found that users with positive attitudes were more likely to make purchases. This finding is in line with findings that social interaction enhances users' feelings of warmth, belongingness, and affection. For example, mobile short-video applications such as Douyin and Tik Tok allow users to interact with short-videos in real-time. In addition, users can interact with short-video ads by clicking on a product link or filling out a form.

The study used a multi-item design with a five-point Likert-scale for all variables. The items were borrowed from previous literature and modified for the purpose of this study. The study included a pre-test among 197 individuals. Participants were recruited through social media and an online portal. After receiving consent, the study was conducted using Unipark, an online survey tool.

Impact of voiceovers on ad recall

Voice overs are used to provide narration to audio and video productions. They can change the impact of the content and increase its effectiveness by sparking interest in the audience. They also help spread important messages and spark thought among viewers and listeners. Voice overs are used for various purposes, including promoting a product or service, stimulating audience interest, spreading information, and driving sales.

A professional voice can influence the recall of a commercial. People are more likely to remember an ad if it sounds like it comes from a person they know, rather than an advertising company. This can be achieved by hiring a voiceover artist who has training in attracting, motivating, and capturing your target audience.

Voiceovers are particularly effective when used in conjunction with dynamic images. This is because viewers do not have to flip back and forth between watching and reading the ad, which can have a negative impact on recall. Furthermore, switching between watching and reading can take up valuable cognitive energy.

Voiceovers can be especially powerful when they are recorded by a female voice. A recent study conducted by Westwood One and Sequent Partners found that female voiceovers were more effective than male voiceovers. The study also found that women preferred female voiceovers.

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