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.
