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 format shares. Using a large-scale randomized field experiment, panel models, two laboratory experiments, and a structural two stage model, we study their effectiveness, measured as engagement. It comprises two operational outcomes: consumer attention and click-through rates (CTR). We find that an outstream videoad placement has a positive effect on CTR, and that the lift is larger when competing products are less differentiated. Going beyond staticimage accounts of visual features, we show that the effectiveness of within-video features is governed by a temporally staged cognitive process. Particularly, suggested by the dualprocess theory, the same objectively measured, advertiser manipulable feature can have different and sometimes opposite effects depending on whether it appears in the thumbnail/early stage, which governs attention, or in the later content, which governs 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）
