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首页> 外文期刊>Journal of interactive marketing >Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-ad Button on Irritation and Skipping Behavior
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Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-ad Button on Irritation and Skipping Behavior

机译：时间确定性和可跳过的插播广告：广告长度，计时器和跳过广告按钮对刺激和跳过行为的影响

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摘要

Does a timer-displayed during an in-stream commercial to show viewers how long they need to wait-help relieve the ad irritation that viewers experience when they have to wait for a video to play? Likewise, does the skip-ad button that allows viewers to skip an ad after several seconds help lessen their irritation with the commercial? This research theoretically and empirically examined whether reducing temporal uncertainty (i.e., using a timer to let viewers know the ad length) in skippable advertising actually helped relieve viewers' ad irritation and reduce their likelihood of ad-skipping. Across two experimental studies, temporal certainty (e.g., the presence of the timer) during short commercials generally decreased ad irritation. In contrast, when a skip-ad button is displayed, temporal certainty during both short and long commercials increased ad irritation, which subsequently decreased advertising effectiveness. Also, the higher the ad irritation, the higher the ad-skipping rate. Theoretical and managerial implications of these results are discussed, and alternative solutions for reducing ad irritation are provided. (C) 2019 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
机译：插播广告期间显示的计时器可以向观众显示他们需要等待多长时间，以帮助减轻观众不得不等待视频播放时所遭受的广告刺激吗？同样，允许观看者在几秒钟后跳过广告的“跳过广告”按钮是否有助于减轻其对广告的刺激？这项研究从理论和经验上考察了减少可跳过广告中的时间不确定性（即使用计时器让观看者知道广告时长）是否实际上有助于缓解观看者的广告烦恼并减少了他们跳过广告的可能性。在两项实验研究中，短片广告中的时间确定性（例如计时器的存在）通常会降低刺激性。相反，当显示“跳过广告”按钮时，短期和长期广告中的时间确定性都会增加广告刺激性，从而降低广告效果。另外，广告刺激性越高，广告跳过率越高。讨论了这些结果的理论和管理意义，并提供了减少刺激性的替代解决方案。 （C）2019直销教育基金会，dba Marketing EDGE。版权所有。

著录项

  • 来源
    《Journal of interactive marketing》 |2019年第8期|144-158|共15页
  • 作者

    Jeon Yongwoog Andrew; Son Hyunsang; Chung Arnold D.; Drumwright Minette E.;

  • 作者单位

    Univ Cambridge, Univ Texas Austin, Stan Richards Sch Advertising & Publ Relat, 300 West Dean Keeton,A1200,BMC 4-338, Austin, TX 78712 USA;

    Univ Cambridge, Univ Texas Austin, Stan Richards Sch Advertising & Publ Relat, 300 West Dean Keeton,A1200,BMC 4-338, Austin, TX 78712 USA;

    Univ Texas Austin, Moody Coll Commun, Stan Richards Sch Advertising & Publ Relat, 300 West Dean Keeton, Austin, TX 78712 USA;

    Univ North Carolina Chapel Hill, Univ Texas Austin, Moody Coll Commun, Stan Richards Sch Advertising & Publ Relat, 300 West Dean Keeton,A1200,BMC 4-354, Austin, TX 78712 USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Skip ad; Pre-roll ads; Temporal uncertainty; In-stream video; Timer;

    机译：跳过广告;预滚边广告;时间不确定度;在线视频;计时器;

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