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ABSTRACT
What can make multiple forced online advertising exposures be perceived as more acceptable than they presently are to most viewers? This study investigates whether advertising customization and advertising variation influence Internet users' perceptions of multiple ad exposures and affect their attitudes toward the ads and the website in the context of in-stream video ad exposure. Using a 2 (ad customization: ad customization option versus no option) × 2 (ad variation: ad variation versus no ad variation) factorial experiment, the researcher noted that advertising content control through a customization feature was an influential factor that led to positive attitudes toward multiple exposures to the ads. In addition, the results showed the possibility that offering ad variation tended to induce users' positive attitudes with regard to multiple ad exposures. Furthermore, users' perceived intrusiveness of the advertisements and feelings of irritation seemed to play an underlying mechanism in this relationship with regard to the impact of ad variation and ad customization on advertising effectiveness. This study finding has theoretical and practical implications on advertising repetition in the forced online advertising interface.