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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 713-739 |
| Number of pages | 27 |
| Journal | International Journal of Advertising |
| Volume | 42 |
| Issue number | 4 |
| DOIs | |
| State | Published - 2023 |
Keywords
- ad acceptance
- ad avoidance
- ad skipping
- clickstream data
- mobile devices
- online video platform
- pre-roll advertising
- skippable advertising
- smartphones
ASJC Scopus subject areas
- Communication
- Marketing