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EMAC 2023 Regional Conference

A Neural Perspective on the Determinants of Effective Video Advertisements

Published: November 22, 2023


Pantelis Karavassilis, Rotterdam School of Management; Konstantinos Rigopoulos, Democritus University of Thrace, Department of Economic Sciences


This study explores the interplay between the characteristics of video marketing content and consumers’ attention. Consequently, it creates insights of the ideal set of characteristics that optimise attention and contribute to the success of video advertisements. By means of machine learning and computer vision techniques, computerised metrics for the independent variables (visual complexity, salience, brand prominence, duration) were generated. The novelty of this approach combined with the use of dynamic video stimuli and the focus on specific video advertisement characteristics could act as the foundation for research with far-reaching and long-lasting implications on how effectiveness of marketing stimuli is measured.