User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

Belanche D.; Flavian C.; Perez-Rueda A.

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User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

机译：用户适应交互式广告格式：以前的曝光，习惯和时间紧迫性对广告跳过行为的影响

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Due to commercial information loss of efficacy, social media advertising introduced skip-pable formats as an interactive function to attract customers. This empowerment of users could also favor the development of their skills and strategies to deal with online advertising, which may result in a lower advertising effectiveness. A study with 286 YouTube users was carried out to investigate this adaptation process to an advertising format by focusing on pre-roll skippable video ads. In contrast to advertisers' approach (e.g. improving the persuasiveness of the ad), our research deepens on the ad skipping phenomenon from a human and context based perspective. In favor of an ad avoidance training effect, the findings show that participants previously exposed to a skippable ad are faster in taking the decision to watch or skip a subsequent ad. Participants' skipping habits and time urgency are also revealed as main determinants of different ad skipping behaviors. This innovative research provides empirical support for the adaptation process leading people's interrelation with interactive advertising formats. Practical and theoretical consequences are discussed for advancing on this underexplored topic. (C) 2017 Elsevier Ltd. All rights reserved.

机译：由于商业信息的有效性下降，社交媒体广告引入了可跳过格式作为一种交互功能来吸引客户。用户的这种授权也可能会促进他们处理在线广告的技能和策略的发展，这可能会导致广告效果降低。进行了一项针对286个YouTube用户的研究，通过关注可滚动播放的视频广告来研究这种广告格式的适应过程。与广告客户的方法（例如，提高广告的说服力）相反，我们的研究从基于人和环境的角度加深了广告跳过现象。为了促进广告避免训练效果，研究结果表明，以前接触过可跳过广告的参与者在决定观看或跳过后续广告时会更快。参与者的跳过习惯和时间紧迫性也被揭示为不同广告跳过行为的主要决定因素。这项创新研究为适应过程提供了经验支持，从而引导人们与交互式广告格式相互联系。讨论了推进这一尚未充分探讨的主题的实践和理论后果。（C）2017 Elsevier Ltd.保留所有权利。

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来源
《Telematics and Informatics》 |2017年第7期|961-972|共12页
作者
Belanche D.; Flavian C.; Perez-Rueda A.;
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作者单位

Univ Zaragoza, Fac Econ & Business, Gran Via 2, Zaragoza 50005, Spain;

Univ Zaragoza, Fac Econ & Business, Gran Via 2, Zaragoza 50005, Spain;

Univ Zaragoza, Fac Econ & Business, Gran Via 2, Zaragoza 50005, Spain;

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收录信息美国《工程索引》(EI);
原文格式 PDF
正文语种 eng
中图分类
关键词
Interactive advertising; User adaptation; YouTube; Previous exposure; Habit; Time urgency;

机译：互动广告;用户适应;YouTube;以前的曝光;习惯;时间紧迫性;

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机译：经验影响量度的一般时间和方法的相互依赖性：拼车用户随时间变化的行为适应过程的通用模型
2. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads [J] . Belanche Daniel, Flavian Carlos, Perez-Rueda Alfredo Journal of interactive marketing . 2017,第FEBa期

机译：了解交互式在线广告：高和低唤醒，可跳过视频广告中的一致性和产品参与
3. Web users' perceptions of and attitudes toward online advertising formats [J] . Kelli S. Burns, Richard J. Lutz International Journal of Internet Marketing and Advertising . 2008,第4期

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4. To skip or not to skip? A dataset of spontaneous affective response of online advertising (SARA) for audience behavior analysis [C] . Songfan Yang, Le An, Kafai Mehran, IEEE International Conference and Workshops on Automatic Face and Gesture Recognition . 2015

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5. Determinants of the impact of new advertising formats of interactive digital television advertiser and consumer perspectives. [D] . Cauberghe, Veroline. 2008

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7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

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