What is it about?
This paper investigates how Internet users feel about skippable as well as non-skippable ads while watching videos on YouTube.
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Why is it important?
Here are 5 important findings: 1. Internet users do like watching ads on YouTube, especially when the ad content is congruent with their preferences and expectations. 2. However, they find it difficult to balance the need for personalized content with the need for privacy. 3. Skippable ads are preferred to non-skippable ads. 4. Non-skippable ads, despite being played in full, seldom promote brand recall. 5. While the negative attitude engendered by non-skippable ads does not spill over to the advertised brand or product, the positive attitude fostered by skippable ads does.
Perspectives
The online ads literature has shed much light on ad perceptions including perceived annoyance, perceived entertainment, perceived intrusiveness, etc. However, less is known about the experience rather than the perceptions of ads on YouTube. This is what motivated us to study Internet users’ lived experiences with skippable and non-skippable YouTube ads.
Dr Snehasish Banerjee
University of York
Read the Original
This page is a summary of: I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads, Internet Research, June 2022, Emerald,
DOI: 10.1108/intr-06-2021-0377.
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