Intrusiveness of Display Ads versus Video Ads of Instagram Feeds Promotional Content of a Coffee Retail Brand

Several major changes have occurred which have encouraged many business players globally to start using digital platform channels to maximize business output, which in recent times has been affected by limitations due to the COVID-19 outbreak. The purpose of this research is to investigate whether there are significant differences in intrusiveness levels as a result of different Instagram promotional content formats, i.e., display ads and video ads, that are used by coffee retail brands. To find the answer, this research uses a quantitative survey method with an experimental approach among 176 Indonesian coffee consumers that are part of the Instagram community members of a major Indonesian coffee retail brand. The results of the study show that there is a significant difference in terms of intrusiveness output between the two types of ad formats being compared. Further, the video ads type is perceived as more intrusive than the display one. The findings of this study can contribute to the coffee retail industry by giving insight into how to utilize different content and formats of social media ads to get the most effective result considering the rich options for creative content to be utilized as a promotional tool.