Video Ad Attributes and Engagement Intentions: A quantitative study of the effects of video ad attributes on viewers' engagement intentions

Sammanfattning: Mobile games have become more popular around the world, especially during the time of COVID-19. As a result, mobile game publishers spend more resources on mobile game marketing, and video ads have become a practice that is widely adopted. A review of previous research reveals a lack of focus and understanding in mobile game ads, and confusion and misinterpretation about several types of mobile game ads exist across studies. This study aims to build quantitative relationships between engagement intentions of viewers and video ad attributes including graphic performance, gameplay, story attractiveness and human presence, following the terminology proposed in Game Ads Framework. The moderating effect of social media and mobile game behavior, and the mediating effect of credibility and extent of surprise are also examined. The findings in this study indicate positive relationships between engagement intentions and graphic performance, gameplay, and story attractiveness, and gameplay attractiveness is the factor that has the most impact on engagement intentions. Video ads with human presence have higher engagement intentions than video ads without human presence. The moderating effect of social media and mobile game behavior, and the mediating effect of perceived credibility are found for certain video ad attributes.