Abstract
Individuals usually consider ads something that interferes with their intended media use, and technological development in recent years has made it easier to avoid ads than before. However, on digital video-sharing platforms such as YouTube, they sometimes choose to view ads in order to support content creators, even if the ads are not relevant to them and they can easily avoid them by clicking on the ‘skip ad’ button. To explore this phenomenon, an online survey with YouTube users in the US (N=281) was conducted. The results showed that intentional ad-viewing as a way of supporting content creators does exist. The results also indicate that individuals who are older, frequently read comments attached to videos, and have experience of making money off their videos are more likely to watch or not to skip ads. This study provides insights about ad-viewing behavior, especially intentional ad-viewing, by shedding light on the motivation of supporting content creators, which is unique on digital video-sharing platforms.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78.
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017a). User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skip** behaviors. Telematics and Informatics, 34(7), 961–972.
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017b). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37, 75–88.
Campbell, C., Mattison Thompson, F., Grimm, P. E., & Robson, K. (2017). Understanding why consumers don’t skip pre-roll video ads. Journal of Advertising, 46(3), 411–423.
Dietl, H., Lang, M., & Lin, P. (2013). Advertising pricing models in media markets: Lump-sum versus per-consumer charges. Information Economics and Policy, 25(4), 257–271.
Ferreira, C., Michaelidou, N., Moraes, C., & McGrath, M. (2017). Social media advertising: Factors influencing consumer ad avoidance. Journal of Customer Behaviour, 16(2), 183–201.
Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: Do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37–50.
Hussain, D., & Lasage, H. (2014). Online video advertisement avoidance: Can interactivity help? Journal of Applied Business Research, 30(1), 43–50.
Jeon, Y. A., Son, H., Chung, A. D., & Drumwright, M. E. (2019). Temporal certainty and skippable in-stream commercials: Effects of ad length, timer, and skip-ad button on irritation and skip** behavior. Journal of Interactive Marketing, 47, 144–158.
Joa, C. Y., Kim, K., & Ha, L. (2018). What makes people watch online in-stream video advertisements? Journal of Interactive Advertising, 18(1), 1–14.
Moreno, J. (2019). Is It Right for YouTube to Profit from Controversial Personalities? Forbes. https://www.forbes.com/sites/johanmoreno/2019/06/12/is-it-right-for-youtube-toprofit-from-controversialpersonalities/#6208a24210e5.
Okazaki, S., Molina, F. J., & Hirose, M. (2012). Mobile advertising avoidance: Exploring the role of ubiquity. Electronic Markets, 22(3), 169–183.
Pashkevich, M., Dorai-Raj, S., Kellar, M., & Zigmond, D. (2012). Empowering online advertisements by empowering viewers with the right to choose: The relative effectiveness of skippable video advertisements on YouTube. Journal of Advertising Research, 52(4), 451–457.
Pew Research Center. (2019). Use of different online platforms by demographic groups. https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/.
Schumann, J. H., von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), 59–75.
Statista. (2019). YouTube – Statistics & Facts. https://www.statista.com/topics/2019/youtube/.
Yang, L., Ha, L., Wang, F., & Abuljadail, M. (2015). Who pays for online content? A media dependency perspective comparing young and older people. International Journal on Media Management, 17(4), 277–294.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Kim, E., Huh, J. (2023). Intentional Viewing of Skippable Ads on YouTube: An Exploratory Study. In: Vignolles, A., Waiguny, M.K. (eds) Advances in Advertising Research (Vol. XII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40429-1_6
Download citation
DOI: https://doi.org/10.1007/978-3-658-40429-1_6
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-40428-4
Online ISBN: 978-3-658-40429-1
eBook Packages: Business and ManagementBusiness and Management (R0)