Abstract

Mobile devices have evolved as a major channel for online video consumption. With the growth of online video platforms, various ad formats have been experimented to increase advertising effectiveness. One such attempt is pre-roll skippable ads that allow users to skip an ad after watching it for a few seconds. Despite pre-roll ads providing better user experience, their high skipping rate is alarming to advertisers and brands. Recent studies revealed what factors influence pre-roll ad acceptance, yet little has been known regarding the role of device type. This study investigates how mobile users respond to pre-roll skippable ads differently than PC users, focusing on individual and contextual factors of video consumption. Using individual-level clickstream data obtained from a major online video platform in South Korea, this study found that mobile users tend to skip pre-roll ads more often than PC users, but the degree differs by individual and contextual factors.

摘要

移动设备已发展成为在线视频消费的主要渠道。随着在线视频平台的发展，已经尝试了各种广告格式以提高广告效果。其中一种尝试是预滚动可跳过广告，它允许用户在观看广告几秒钟后跳过它。尽管前置广告提供了更好的用户体验，但其高跳过率令广告商和品牌担忧。最近的研究揭示了哪些因素会影响前置广告的接受度，但对于设备类型的作用知之甚少。本研究调查了移动用户对前置可跳过广告的反应与 PC 用户有何不同，重点关注视频消费的个人和背景因素。使用从韩国主要在线视频平台获得的个人级点击流数据，