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' 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.

The impact of skippable advertising on advertising avoidance intention in China

“…However, given the goal-oriented nature of the Internet as a medium, skippable video ads can also lead to unique advertising avoidance strategies (Fransen et al, 2015). Several studies have investigated factors in users' skip behavior, including personal variables such as goal-directed motivation (Lee et al, 2022), arousal (Belanche et al, 2017a), emotion (Campbell et al, 2017), age (Lee et al, 2022;Magna, 2017), time urgency (Belanche et al, 2017b) and ad brand category (Lee et al, 2022), as well as contextual and situational variables such as ad repetition (Belanche et al, 2017a, b), ad clutter (Ha, 2017), ad length and content (Campbell et al, 2017), working hours and weekdays (Lee et al, 2022) and video consumption on a mobile device (Lee et al, 2022).…”

“…Skippable video ads were well received by users from the start, with 70% of in-stream YouTube advertising being skippable by July 2012 (Pashkevich et al ., 2012). Today, this form of advertising has become implemented across numerous video-based social media platforms (Lee et al ., 2022).…”

“…However, given the goal-oriented nature of the Internet as a medium, skippable video ads can also lead to unique advertising avoidance strategies (Fransen et al ., 2015). Several studies have investigated factors in users' skip behavior, including personal variables such as goal-directed motivation (Lee et al ., 2022), arousal (Belanche et al. , 2017a), emotion (Campbell et al ., 2017), age (Lee et al ., 2022; Magna, 2017), time urgency (Belanche et al.…”

“…Several studies have investigated factors in users' skip behavior, including personal variables such as goal-directed motivation (Lee et al ., 2022), arousal (Belanche et al. , 2017a), emotion (Campbell et al ., 2017), age (Lee et al ., 2022; Magna, 2017), time urgency (Belanche et al. , 2017b) and ad brand category (Lee et al ., 2022), as well as contextual and situational variables such as ad repetition (Belanche et al.…”

“…, 2017a), emotion (Campbell et al ., 2017), age (Lee et al ., 2022; Magna, 2017), time urgency (Belanche et al. , 2017b) and ad brand category (Lee et al ., 2022), as well as contextual and situational variables such as ad repetition (Belanche et al. , 2017a, b), ad clutter (Ha, 2017), ad length and content (Campbell et al ., 2017), working hours and weekdays (Lee et al ., 2022) and video consumption on a mobile device (Lee et al ., 2022).…”