온라인 동영상 사전광고에 대한 소비자 반응: 스킵 여부와 스킵 시점, 중간 광고와의 비교

The current study examines how consumers react to pre-roll ads depending on whether ad is skippable or not and when ad is skippable (after 5 seconds or 15 seconds) in terms of perception of intrusiveness, ad effectiveness, and attitude towards web site. A pre-roll ad is also compared to a mid-roll ad. For this aim, a 30 second ad is played in four different conditions; the condition where the ad is skippable after 5 seconds, the condition where the ad is skippable after 15 seconds, the condition where the ad is not skippable, and the condition where the ad is placed in the middle of video content. Participants are then exposed to a video content and provide answers to related questions. The first three conditions are compared to investigate the effects of skip button and skip time and the last two conditions are compared to examine the difference between pre-roll and mid-roll ads. The results show that more than fifty percent of participants skip the ads when there are skip buttons. When the ad is not skippable, the participants remember more of ad contents because they watch the ad longer and show more positive ad attitudes. With regards to perception of intrusiveness, there are no differences among the three conditions and attitudes towards web site are more positive when the ad is skippable after 5 seconds and when the ad is not skippable. The participants show less intrusiveness and more positive ad effectiveness and attitudes towards web site to pre-roll ad in comparison to mid-roll ad. Practical implications for web sites, ad providers, and advertisers are discussed.