报告题目：Outstream Video Marketing: Effectiveness Across Product Differentiation and Visual Features
时间：2026年6月21日14:30-16:00
地点：中关村主楼317室
报告人：俞一凡
报告人国籍：中国
报告人政治面貌：中共党员
报告人职务：INFORMS协会AI分会主席，Decision Sciences副主编，Information Systems Research编委会成员
报告人职称：副教授
报告人工作单位：香港大学商学院
报告人简介：
俞一凡，目前是香港大学商学院创新与信息管理系副教授，曾任得克萨斯大学奥斯汀分校McCombs商学院信息、风险和运营管理系助理教授。他在清华大学经济管理学院获得管理科学与工程学士及硕士学位，并在华盛顿大学Michael G. Foster商学院获得信息系统博士学位。他的研究聚焦于商业技术与人类行为，主要包括人工智能和机器学习的经济学问题、利用非结构化数据的商业分析、运用商业技术解决社会挑战。他的研究成果已发表于信息系统领域顶级期刊，如Information Systems Research、MIS Quarterly和Management Science。2025年，他获得INFORMS信息系统学会（ISS）Gordon B. Davis青年学者奖。他的研究工作还在顶级信息系统会议（如INFORMS、CIST和WITS）获得多个最佳论文奖或提名。他还曾获得华盛顿大学福斯特商学院博士项目（2022年）及信息系统与运营管理系（2021年）的教学奖项。
报告内容简介：
Outstream video ads are a novel digital artifact: they autoplay in a search-intent shopping context (as sponsored search ads- do) yet deliver temporally unfolding video content (as instream or social-feed video ads do) -- a combination no other ad forma-t shares. Using a large-scale randomized field experiment, panel models, two laboratory experiments, and a structural two-stag-e model, we study their effectiveness, measured as engagement. It comprises two operational outcomes: consumer attention a-nd click-through rates (CTR). We find that an outstream video-ad placement has a positive effect on CTR, and that the lift is large-r when competing products are less differentiated. Going beyond static-image accounts of visual features, we show that the eff-ectiveness of within-video features is governed by a temporally staged cognitive process. Particularly, suggested by the dual-pro-cess theory, the same objectively measured, advertiser-manipulable feature can have different---and sometimes opposite---effe-cts depending on whether it appears in the thumbnail/early stage, which governs attention, or in the later content, which gover--ns clicking. Visual complexity is the clearest case: it attracts attention early but can suppress clicking late. Our work contributes- to research on digital advertising and visual analytics in information systems, and yields concrete, deployable design principles for video ads.
（承办：管理工程系、科研与学术交流中心）
