An Investigation of User Actions and Experiences when Exposed to YouTube Video Ads

• Mariana Arantes UFMG
• Flavio Figueiredo UFMG
• Jussara M. Almeida UFMG
• Raquel O. Prates UFMG

Resumo

Advertisements using video content (video ads) are currently one of the leading forms of revenue on today's Internet. Within this setting, we present the first study that sheds some light on understanding why individual users view or decide to skip video ads. Unlike previous related efforts, which looked into aggregated sets of data and did not address the users' actions and experiences when exposed to video ads, we here perform a user experience focused investigation employing surveys and diaries with a set of real YouTube viewers. Our study is driven by the following research question: How does the user experience, when exposed to video ads, affect the user actions (decision to skip or watch an ad)?

Palavras-chave: video advertising, user experience, qualitative, diary study