The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan

Hota Chia-Sheng Lin,Neil Chueh-An Lee,Yi-Chieh Lu

doi:10.3390/info12090373

Hota Chia-Sheng Lin, Neil Chueh-An Lee + Show 1 more

Open Access

https://doi.org/10.3390/info12090373

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Journal: Information	Publication Date: Sep 14, 2021
Citations: 6	License type: CC BY 4.0

Affiliation: National Chiayi University, Ming Chuan University

Abstract

On YouTube, skippable in-stream advertisements (ads) are critical income for both YouTube and content creators. However, ads inevitably irritate viewers, and as a result, they tend to avoid ads. Thus, this study attempts to identify potential mitigators—source attractiveness and reciprocal altruism—of ad irritation and avoidance in the context of YouTube skippable in-stream ads. Using an online survey (n = 512) in Taiwan, the proposed model is examined by a partial least squares structural equation modeling analysis. The findings show that while ad irritation has a positive effect on ad avoidance, reciprocal altruism can significantly reduce both ad irritation and avoidance. However, source attractiveness fails to mitigate ad irritation and avoidance. Theoretical and managerial implications of these findings are discussed, and several solutions for reducing ad irritation and avoidance are provided.

Highlights

Empirical Study in Taiwan.Recently, YouTube is the most popular video website worldwide [1]
We will review the literature about in-stream ads, ad avoidance, ad irritation, source attractiveness, and reciprocal altruism
We argue that source attractiveness can change viewers’ perception of in-stream ads from negative to positive, reducing ad avoidance: Hypothesis 2 (H2)

Summary

Introduction

Empirical Study in Taiwan.Recently, YouTube is the most popular video website worldwide [1]. On YouTube, users can be creators ( known as YouTubers), who regularly upload original videos to their personal channels. We will review the literature about in-stream ads, ad avoidance, ad irritation, source attractiveness, and reciprocal altruism. YouTube has found that placing ads before videos is most effective, but it is irritating for viewers [20]. YouTube launched skippable in-stream ads in 2010, which allowed viewers to skip ads after 5 s to improve ad effectiveness. Skippable in-stream ads are Information 2021, 12, 373 relatively acceptable for YouTube viewers because they have choices as to whether to skip ads [19]. Enabling more views on skippable in-stream ads, which is the most important income for content creators, can increase creators’ potential ad revenue [21]

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