Effectiveness of in-video advertisement: A quantitative study on the viewer’s perception towards facebook

ABSTRACT

This paper seeks to know the effectiveness of an In-video advertisement on Facebook. The purpose of the study is mainly to know the effectiveness of In-video advertisement, at the same time, to analyze and understand the psychology and attitude of viewers towards the advertising. The viewers used to get distracted sometimes regarding time, privacy and other factors as well. For this, the study has identified and used various dimensions towards In-video advertising like entertainment, informativeness, interactiveness, irritation, credibility. The research has also taken the analysis of cues in advertising. For the quantitative study, data used and 150 respondents were taken as random as samples and questionnaire is the tool used for the collection of data’s. The analysis made in SPSS through descriptive statistics. The study has brought finding that even though the viewers get annoyed or distracted most of the time by the In-video advertisements, they used to watch them if they are familiar or interested in the particular product or service, also get the proper information from them and they used to see advertising attractive and fun. Also, Cues plays a significant role in advertising. The whole study helped in knowing the effectiveness of In-video advertising on Facebook.

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