A study on users' awareness of video digital ads in video digital contents with different online media charateristics: Focusing on specialized video digital services and video digital pictures in articles of media companies

Internet plays an important role in our lives and the number of internet users keeps increasing. As internet users are exposed to ads from online media while not knowing, advertising market's interest in video digital ads increases. Thus, this study comparatively measured effects of video digital ads inserted in news-related video digital contents of media companies and those of video digital ads inserted in video digital contents of professional video digital UCC (User Created Contents). Advertising effects were compared between media characteristics (news and UCC) and keyword relatedness (related or unrelated keyword) and interactions of the two factors were measured. As a result, there was a significant difference in media characteristics and keyword relatedness. As for media characteristics, advertising effects of news-related video digitals were higher than those of professional video digital UCC in all items. As for keyword relatedness, executing ads of keyword related to video digital contents was verified to have higher advertising effects than executing ads of unrelated keywords. There was no significant difference in interactions between these two factors. As interest in the video digital advertising market increases, the necessity to introduce a method to analyze effects of video digital ads is raised. As for evaluation of advertising effects of video digitals of media companies, the theme to be dealt in this paper, it is still difficult to state that video digital ads are facilitated in the overall market of video digital services. So under such circumstances that verification is hard to achieve, the attempt of this study is considered to be meaningful.