Assessing Ad Recall In Non-Skippable Pre-Roll YouTube Advertisements In Humorous And Educational Video Contexts Featuring A Neutral Ad
Abstract/Description
This study explores how video context, humorous versus educational, impacts viewer recall of neutral, non-skippable pre-roll YouTube ads. Grounded in the Limited Capacity Model of Motivated Mediated Messages (LC4MP), it examines the role of cognitive load and content congruence in ad memory retention. A mixed-methods design was employed: focus groups (N=14) revealed viewer experiences and recall patterns, while an experiment (N=100) tested recall after exposure to a neutral Ghirardelli ad shown before either a humorous clip (Brooklyn Nine-Nine) or an educational documentary.
Qualitative findings indicated greater irritation with ads during goal-oriented educational content, though pre-rolls were less disruptive than mid-rolls. Recall was shaped by visual appeal, narrative engagement, and personal relevance, with VPN usage increasing ad annoyance. Quantitative analysis (factor analysis, ANOVA, regression) identified constructs like Ad Engagement and Ad-Video Congruence, but none significantly predicted recall outcomes. Visual elements (brand name, product, packaging) were more memorable than auditory ones (music, tagline).
These findings emphasize the complex interaction between cognitive processing, media context, and ad effectiveness. While statistical predictors were limited, qualitative insights suggest advertisers should align ad tone with content and focus on strong visual design to optimize non-skippable ad performance.
Keywords
Ad Recall, Non-Skippable Ads, YouTube Advertising, Video Context, Cognitive Load, Context Congruence
Track
Marketing
Session Number/Theme
Marketing - Session I
Session Chair
Dr. Jawaid A. Qureshi
Start Date/Time
14-6-2025 10:55 AM
End Date/Time
14-6-2025 12:35 PM
Location
MCC -13 Ground Floor, AMAN CED Building
Recommended Citation
Faiz, S., Khan, O., Ayaz, E., Afzal, A., & Imran, M. (2025). Assessing Ad Recall In Non-Skippable Pre-Roll YouTube Advertisements In Humorous And Educational Video Contexts Featuring A Neutral Ad. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/110
COinS
Assessing Ad Recall In Non-Skippable Pre-Roll YouTube Advertisements In Humorous And Educational Video Contexts Featuring A Neutral Ad
MCC -13 Ground Floor, AMAN CED Building
This study explores how video context, humorous versus educational, impacts viewer recall of neutral, non-skippable pre-roll YouTube ads. Grounded in the Limited Capacity Model of Motivated Mediated Messages (LC4MP), it examines the role of cognitive load and content congruence in ad memory retention. A mixed-methods design was employed: focus groups (N=14) revealed viewer experiences and recall patterns, while an experiment (N=100) tested recall after exposure to a neutral Ghirardelli ad shown before either a humorous clip (Brooklyn Nine-Nine) or an educational documentary.
Qualitative findings indicated greater irritation with ads during goal-oriented educational content, though pre-rolls were less disruptive than mid-rolls. Recall was shaped by visual appeal, narrative engagement, and personal relevance, with VPN usage increasing ad annoyance. Quantitative analysis (factor analysis, ANOVA, regression) identified constructs like Ad Engagement and Ad-Video Congruence, but none significantly predicted recall outcomes. Visual elements (brand name, product, packaging) were more memorable than auditory ones (music, tagline).
These findings emphasize the complex interaction between cognitive processing, media context, and ad effectiveness. While statistical predictors were limited, qualitative insights suggest advertisers should align ad tone with content and focus on strong visual design to optimize non-skippable ad performance.
