The Influence of Ad Duration and Countdown Timers on Viewer Mood and Attitude in Digital Advertising
Abstract
Ad duration and countdown for audience responses are crucial in digital marketing, which can shape viewers’ perceptions and behavior toward brands. Understanding how content-induced mood influences consumers’ attitudes enables brands to refine promotional strategies and target customers more effectively. This study aims to investigate how ad duration and countdowns affect audience responses, focusing on mood stimuli through seven scenarios. Data were collected via an online survey completed by university students and analyzed using SPSS to assess proposed hypotheses/scenarios. The Findings revealed that countdowns and ad duration significantly shape attitudes toward ads and purchase intentions, with positive moods increasing engagement when ad duration is shortened or a countdown is present. Ad recall was stronger when viewers were in a positive mood and exposed to short ads without a countdown. Brand attitude improved under a positive mood, even without a countdown for long ads, whereas countdowns primarily enhanced attitudes toward the ad for short ads. This study provides practical implications for marketers for enhancing the advertiser experience in digital advertising. It also allows brands to enhance their promotional strategy and advertisers' effectiveness.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.25.22-40
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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