Why Viewers Sometimes Let Ads Play: Rethinking Frequency and Skippable Pre-Rolls
Автор: Journal of Advertising Research
Загружено: 2026-01-05
Просмотров: 10
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This Insights Studio session features Jaewon Royce Choi, Ourso Endowed Assistant Professor in Digital Advertising at the Louisiana State University Manship School of Mass Communication, presenting research on why consumers choose to watch pre-roll skippable ads rather than skip them. Based on the article Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models, the presentation describes their analysis of clickstream data from more than 10,000 users to uncover an underlying acceptance propensity that evolves across viewing sessions. Using dynamic linear modeling, the research shows that irregular and infrequent ad exposure, rather than steady repetition, increases consumers’ willingness to accept ads.
The paper is coauthored by Mi Hyun Lee of Northwestern University and Su Jung Kim of the University of Southern California. Read the full article here: https://www.tandfonline.com/doi/full/...
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