What Makes People Watch Online In-Stream Video Advertisements?

ABSTRACT

This study explored the factors that may influence the viewership of online in-stream video advertising on YouTube, based on viewing context, viewing device, advertising appeals, video characteristics, and user experience as a “prosumer” content creator. Although online viewers watched more mandatory full-length advertising than skippable advertising, the difference is very small, though statistically significant. Among the various online video viewing devices, the smartphone was the only device that facilitated online video advertising viewership. We found that the entertainment value of advertising tends to be stronger than personal relevance in predicting advertising viewership. In addition, advertising was more likely to be viewed by famous YouTube personalities and “prosumers” who actively produce and consume content on social media than by spectators who watch videos but never create content on YouTube. The results offer guidelines to advertisers on how to add value to their pre-roll online video ads (i.e., advertising before the video begins) and explain advertising viewership based on the advertisement itself and the viewing context.

KEYWORDS:

• In-stream ads
• YouTube
• ad avoidance
• ad viewing context
• user type