An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data
Abstract
Skippable ads are known to provide better advertising experiences by giving viewers a sense of control with the ability to skip an ad after watching it for a few seconds. Despite the growing interest, few studies have investigated factors that influence skipping or viewership of pre-roll skippable ads. This study examines the determinants of pre-roll ad acceptance by using clickstream data of 2,078,090 users’ ad and content viewing behaviors on...
Paper Details
Title
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data
Published Date
Jul 9, 2021
Journal
Volume
51
Issue
1
Pages
76 - 84
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