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Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.

The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.

The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.

This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.

A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3×2 experimental design of different ad designs and formats.

Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.

Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.

Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable vs non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.

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

In-depth interviews were conducted with 22 participants.

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.

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.

YouTube (YT) has become a trend among millennials, and thus, marketers are trying to harness the power of it to communicate with them. Global marketers need to understand the mechanism of communicating via YT advertising (YTAD), especially in India that consists of 440 million millennials to re-strategize their YT communications. Consequently, this study aims to examine the influence of YTAD on the cognitive attitude, namely, brand awareness (BA) and brand knowledge (BK) of Indian millennials. The study also tests the moderating impacts of gender, device used for YT watching (DEYTW), duration and frequency of YT watching (DUYTW and FEYTW) on BA and BK.

Generalized linear model – analysis of variance has been used to investigate the proposed relationships in the study. Responses of 294 Indian millennials who watch YTAD regularly have been used for the final analysis. Moderating effects were also tested using Bonferroni pairwise comparisons.

The results revealed that YTAD significantly improves the cognitive attitude (BA and BK). However, gender was not found to have any moderating effect in the relationship of YTAD with BA, whereas moderating effects of gender were observed in the relationship of YTAD with BK. Furthermore, other moderators including DEYTW, DUYTW and FEYTW were found to have significant moderating impacts in the above-mentioned relationships.

In a country like India, comprising the largest millennial population of the world who spends a significant portion of their time in watching YT, it becomes crucial for global marketers to understand how the cognitive attitude (i.e. BA and BK) of millennials improves by watching YT advertisements. As it will help them in strategizing their communications on YT to get favourable consumers’ responses like purchase intention and actual purchase that may happen only when people have favourable cognitive attitude towards advertised brands.

The study offers new perspective to the field of communication by investigating the impact of YTAD on the cognitive attitude (i.e. BA and BK) of Indian millennials.

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.

Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users.

The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.

This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.

Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns.

Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.

Most previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.

This study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.

Results show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.

This study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.

This study investigates advertising avoidance behavior among consumers, specifically in the realm of meta-platforms. It explores the impacts of digital burnout, advertising clutter, perceived advertising risk, and goal impediment on cognitive and behavioral ad avoidance.

With a sample of 410 respondents, the research employs a comprehensive analysis approach with SEM and CFA, integrating Avoidance Motivation Theory. It examines direct and indirect influences on ad avoidance, mediated by consumer emotions and attitudes. The study highlights the moderating role of content quality in shaping these relationships.

Significant links were found between digital burnout, clutter, perceived advertising risk, and goal impediment with cognitive and behavioral ad avoidance. The study emphasizes the importance of content quality and suggests strategies that focus on emotional resonance, user alignment, and reduced intrusion.

For advertisers and marketers in digital spaces, the findings recommend strategies promoting healthy technology usage, streamlined advertising content, transparent communication aligned with user goals, and emotionally resonant campaigns to mitigate ad avoidance behaviors.

Understanding consumer sentiments aids policymakers in creating conducive advertising models, benefiting both consumers and businesses. This enhances user experiences in digital environments.

The paper distinctively applies the Avoidance Motivation Theory to the context of avoiding social media advertisements, thereby uncovering the causes of negative consumer emotions and attitudes, and highlighting the crucial role of content quality as a means to counteract these adverse reactions.

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements).

Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software.

Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship).

YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter.

Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.

The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously.

Real-time ad-skipping behaviors were tracked and analyzed across three online experiments.

The results supported the model explicating the dual and simultaneous influence of offline and online personalities on ad-skipping behaviors. Specifically, in response to a skippable video ad, online and offline personalities respectively increase and decrease viewers’ identification with the endorser. Consequently, the higher or lower the identification, the lower or higher the rate of ad-skipping behaviors.

The current study will benefit from a larger set of real-world data (i.e. big data) to enhance the generalizability of the findings, supporting the model.

With the growing prevalence of the gap between online and offline self-identities driven by social media usage, this paper suggests that the ad message needs to address the dual influence of both online and offline identities on ad-skipping behaviors.

The current study tests a novel model that shows that the online and offline personalities of the same person concurrently influence one’s behavior on the Internet, rather than separately.

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.