Measuring the content characteristics of videos featuring augmented reality advertising campaigns

Purpose Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns. Design/methodology/approach To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a free association task. The measurement instrument was then refined and validated using a pretest of a general consumer sample, and further validated using a second general consumer sample with two online experiments. Findings Results indicate that the content characteristics of YouTube AR campaigns can be measured using a 15-item, four-construct (informativeness, novelty, entertainment and complexity) instrument. This study also found the direct and indirect relationships between each content characteristic and ad efficacy variables. Practical implications The measurement instrument provides practitioners with a broad measure of the content characteristics of YouTube AR campaigns. The results also reveal the effect of different content features of YouTube AR campaigns on the outcome of successful advertising execution. Originality/value This study contributes to the body of knowledge in marketing communications via exploring the primary content characteristics of AR advertising campaign videos uploaded on YouTube. It also develops an understanding of the impact of AR technology on consumer behavior and on the experience that it delivers.