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I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads

Snehasish Banerjee (University of York Management School, University of York, York, UK)
Anjan Pal (University of York Management School, University of York, York, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 16 June 2022

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Abstract

Purpose

This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.

Design/methodology/approach

In-depth interviews were conducted with 22 participants.

Findings

The participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.

Originality/value

The findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention.

Keywords

Acknowledgements

The author Anjan Pal was with Nanyang Technological University, Singapore when the project started.

The authors are grateful to Liu Bo for his help with the data collection and analysis. A part of this research has been presented at the 2021 International Conference on Ubiquitous Information Management and Communication (https://ieeexplore.ieee.org/abstract/document/9377378).

Citation

Banerjee, S. and Pal, A. (2022), "I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-06-2021-0377

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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