An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data

Mi Hyun Lee; Su Jung Kim; Sang Hyeak Yoon; Sungho Park

doi:10.1080/00913367.2021.1932643

An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data

Mi Hyun Lee, Su Jung Kim, Sang Hyeak Yoon, Sungho Park^*

^*Corresponding author for this work

Integrated Marketing Communications

Research output: Contribution to journal › Article › peer-review

8 Scopus citations

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.

Original language	English (US)
Pages (from-to)	76-84
Number of pages	9
Journal	Journal of Advertising
Volume	51
Issue number	1
DOIs	https://doi.org/10.1080/00913367.2021.1932643
State	Published - 2022

ASJC Scopus subject areas

Business and International Management
Communication
Marketing

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10.1080/00913367.2021.1932643

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title = "An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data",

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{\textquoteright} 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.",

author = "Lee, {Mi Hyun} and Kim, {Su Jung} and Yoon, {Sang Hyeak} and Sungho Park",

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AB - 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.

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An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data

Abstract

ASJC Scopus subject areas

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