Abstract

Skippable ads are known to provide better advertising experiences by giving viewers a sense of control with the ability to skip an ad after watching it for a few seconds. Despite the growing interest, few studies have investigated factors that influence skipping or viewership of pre-roll skippable ads. This study examines the determinants of pre-roll ad acceptance by using clickstream data of 2,078,090 users’ ad and content viewing behaviors on a popular online video content platform in South Korea. We found that skippable ad acceptance is impacted by personal, situational, and contextual factors that influence the level of goal impediment in online video consumption contexts. We conclude with theoretical and practical implications of the findings.

摘要

众所周知，可跳过广告通过让观众有一种控制感，可以在观看广告几秒钟后跳过广告，从而提供更好的广告体验。尽管兴趣越来越大，但很少有研究调查影响前贴片可跳过广告的跳过或收视率的因素。本研究通过使用韩国流行在线视频内容平台上 2,078,090 名用户的广告和内容观看行为的点击流数据来检验前贴片广告接受度的决定因素。我们发现，可跳过的广告接受度会受到个人、情境和情境因素的影响，这些因素会影响在线视频消费情境中的目标障碍程度。我们总结了研究结果的理论和实践意义。