Abstract
Mobile devices have evolved as a major channel for online video consumption. With the growth of online video platforms, various ad formats have been experimented to increase advertising effectiveness. One such attempt is pre-roll skippable ads that allow users to skip an ad after watching it for a few seconds. Despite pre-roll ads providing better user experience, their high skipping rate is alarming to advertisers and brands. Recent studies revealed what factors influence pre-roll ad acceptance, yet little has been known regarding the role of device type. This study investigates how mobile users respond to pre-roll skippable ads differently than PC users, focusing on individual and contextual factors of video consumption. Using individual-level clickstream data obtained from a major online video platform in South Korea, this study found that mobile users tend to skip pre-roll ads more often than PC users, but the degree differs by individual and contextual factors.
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