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44 1.10 Comparison of popular Online Marketing tools on Interactivity Adding interactive elements can create opportunities for viewers to engage with your brand on a deeper level, beyond watching and enjoying your video ad. Making your video ads interactive can also help you tailor your ads to better achieve specific advertising goals, such as driving app installs, product pur- chases, or visits to your website. (YouTube, 2017) Unlike most traditional media where consumers rely on what sources say with minimal control, users may constantly and voluntarily take action, for example, by clicking hyperlinks in a Web ad due to its nonlinear structure, which directly influences their experience. Users can enjoy a better interactive experience by having freedom in choice what to watch / search/ interact. Finally, the Internet makes it possible for users to feel synchronicity in communicating with com- panies’ representatives by eliminating barriers of physical and time distance as in the traditional interpersonal communication. (Yuping Liu & L. J. Shrum , 2003) Interactivity can enhance user satisfaction through active control. Controllabil- ity, or the feeling of being in control, has been considered a desirable psycho- logical state. The feeling of being in control has been found to lead to in- creased self-efficacy beliefs (Gist and Mitchell 1992: Tafarodi, Milne, and Smith 1999 less stress (Amirkhan 1998), and higher satisfaction (Judge, Bono, and Locke 2000).PDF Image | YouTube as an advertising platform
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