S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Journal Papers (저널논문_경영학과)
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data
- Issue Date
- M.E. Sharpe Inc.
- Journal of Advertising
- 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.
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