An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data

References

• Bauer, Christine, and Christine Strauss. 2016. “Location-Based Advertising on Mobile Devices.” Management Review Quarterly 66 (3): 159–194. doi:https://doi.org/10.1007/s11301-015-0118-z.
   Google Scholar
• Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. 2017a. “Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads.” Journal of Interactive Marketing 37: 75–88. doi:https://doi.org/10.1016/j.intmar.2016.06.004.
   Web of Science ®Google Scholar
• Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. 2017b. “User Adaptation to Interactive Advertising Formats: The Effect of Previous Exposure, Habit and Time Urgency on Ad Skipping Behaviors.” Telematics and Informatics 34 (7): 961–972. doi:https://doi.org/10.1016/j.tele.2017.04.006.
   Web of Science ®Google Scholar
• Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. 2020a. “Brand Recall of Skippable vs Non-Skippable Ads in YouTube: Readapting Information and Arousal to Active Audiences.” Online Information Review 44 (3): 545–562. doi:https://doi.org/10.1108/OIR-01-2019-0035.
   Web of Science ®Google Scholar
• Belanche, Daniel, Carlos Flavián, and Alfredo Pérez-Rueda. 2020b. “Consumer Empowerment in Interactive Advertising and eWOM Consequences: The PITRE Model.” Journal of Marketing Communications 26 (1): 1–20. doi:https://doi.org/10.1080/13527266.2019.1610028.
   Google Scholar
• Campbell, Colin, Frauke Mattison Thompson, Pamela E. Grimm, and Karen Robson. 2017. “Understanding Why Consumers Don't Skip Pre-Roll Video Ads.” Journal of Advertising 46 (3): 411–423. doi:https://doi.org/10.1080/00913367.2017.1334249.
   Web of Science ®Google Scholar
• Chakraborty, Soumyakanti, Sumanta Basu, Saibal Ray, and Megha Sharma. 2021. “Advertisement Revenue Management: Determining the Optimal Mix of Skippable and Non-Skippable Ads for Online Video Sharing Platforms.” European Journal of Operational Research 292 (1): 213–229. doi:https://doi.org/10.1016/j.ejor.2020.10.012.
   Web of Science ®Google Scholar
• Cho, Chang-Hoan, and Hongsik John Cheon. 2004. “Why Do People Avoid Advertising on the Internet?” Journal of Advertising 33 (4): 89–97. doi:https://doi.org/10.1080/00913367.2004.10639175.
   Web of Science ®Google Scholar
• Cramer-Flood, Ethan. 2020. “Global Digital Ad Spending Update Q2 2020.” eMarketer. https://www.emarketer.com/content/global-digital-ad-spending-update-q2-2020
   Google Scholar
• Fransen, Marieke L., Peeter W. J. Verlegh, Amna Kirmani, and Edith G. Smit. 2015. “A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them.” International Journal of Advertising 34 (1): 6–16. doi:https://doi.org/10.1080/02650487.2014.995284.
   Web of Science ®Google Scholar
• Jeon, Yongwoog Andrew, Hyunsang Son, Arnold D. Chung, and Minette E. Drumwright. 2019. “Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-Ad Button on Irritation and Skipping Behaviors.” Journal of Interactive Marketing 47: 144–158. doi:https://doi.org/10.1016/j.intmar.2019.02.005.
   Google Scholar
• Joa, Claire Youngnyo, Kisun Kim, and Louisa Ha. 2018. “What Makes People Watch Online in-Stream Video Advertisements?” Journal of Interactive Advertising 18 (1): 1–14. doi:https://doi.org/10.1080/15252019.2018.1437853.
   Google Scholar
• Kim, Su Jung, and Vijay Viswanathan. 2015. “The Role of Individual and Structural Factors in Explaining Television Channel Choice and Duration.” International Journal of Communication 9 (1): 3502–3522.
   Google Scholar
• Korea Communications Commission. 2018. “Annual Survey on Broadcasting & Communication Media Usage Patterns.”
   Google Scholar
• MAGNA. 2017. “Turbocharging Your Skippable Pre Roll Campaign.”
   Google Scholar
• Marvin, Ginny. 2014. “Surprise: CTRs for Skippable Ads Fare Well Compared to Non-Skippable Ads.” Marketing Land. https://marketingland.com/surprise-ctrs-skippable-video-ads-fare-well-compared-non-skippable-ads-81707
   Google Scholar
• Nam, Yoonjae, Hyung-Seok Lee, and Jong Woo Jun. 2019. “The Influence of Pre-Roll Advertising VOD via IPTV and Mobile TV on Consumers in Korea.” International Journal of Advertising 38 (6): 867–885. doi:https://doi.org/10.1080/02650487.2019.1637613.
   Web of Science ®Google Scholar
• Okazaki, Shintaro. 2007. “Exploring Gender Effects in a Mobile Advertising Context: On the Evaluation of Trust, Attitudes, and Recall.” Sex Roles 57 (11-12): 897–908. doi:https://doi.org/10.1007/s11199-007-9300-7.
   Web of Science ®Google Scholar
• Pashkevich, Max, Sundar Dorai-Raj, Melanie Kellar, and Dan Zigmond. 2012. “Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube.” Journal of Advertising Research 52 (4): 451–457. doi:https://doi.org/10.2501/JAR-52-4-451-457.
   Web of Science ®Google Scholar
• Petty, Richard E, and John T. Cacioppo. 1983. “Central and Peripheral Routes to Persuasion: Application to Advertising.” In Advertising and Consumer Psychology, edited by L. Percy and A. Woodside, 3–23. Lexington, MA: D.C. Heath.
   Google Scholar
• Rodgers, Shelly, Ye Wang, Ruth Rettie, and Frank Alpert. 2007. “The Web Motivation Inventory: Replication, Extension and Application to Internet Advertising.” International Journal of Advertising 26(4): 447–476. doi:https://doi.org/10.1080/02650487.2007.11073028.
   Web of Science ®Google Scholar
• Seyedghorban, Zahra, Hossein Tahernejad, and Margaret Jekanyika Matanda. 2016. “Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension.” Journal of Advertising 45(1): 120–129. doi:https://doi.org/10.1080/00913367.2015.1085819.
   Web of Science ®Google Scholar
• Southgate, Duncan. 2017. “The Emergence of Generation Z and Its Impact in Advertising: long-Term Implications for Media Planning and Creative Development.” Journal of Advertising Research 57(2): 227–235. doi:https://doi.org/10.2501/JAR-2017-028.
   Web of Science ®Google Scholar
• Statista. 2018. “Completion Rate of Skippable Pre-Roll Video Ads Worldwide in 2017.”
   Google Scholar
• Statista. 2019. “Percentage of Internet Users Who Watch Online Video Content on Any Device as of January 2018, by Country.”
   Google Scholar
• Wang, Becky, Su Kim, and Edward C. Malthouse. 2016. “Branded Apps and Mobile Platforms as New Tools for Advertising.” In The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era, edited by Ruth E. Brown, Valerie K. Jones and M. Wang, 123–156. Santa Barbara, CA: ABC-CLIO.
   Google Scholar
• Webster, JamesG, PatriciaF. Phalen, and LawrenceWilson Lichty. 2014. Ratings Analysis: Audience Measurement and Analytics. 4th ed. New York, NY: Routledge.
   Google Scholar
• Wolin, Lori D., and Pradeep Korgaonkar. 2003. “Web Advertising: Gender Differences in Beliefs, Attitudes and Behavior.” Internet Research 13 (5): 375–385. doi:https://doi.org/10.1108/10662240310501658.
   Web of Science ®Google Scholar