ABSTRACT
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)?
- Maria Carpen Amarie, Ioannis Pefkianakis, and Henrik Lundgren. 2014. Mobile Video Ad Caching on Smartphones. In Proc. Ubicomp. Google ScholarDigital Library
- Maria Carpen Amarie, Ioannis Pefkianakis, and Henrik Lundgren. 2014. Towards Understanding Mobile Video Ads. In Proc. HotMobile.Google Scholar
- Mariana Arantes, Flavio Figueiredo, and Jussara M Almeida. 2016. Understanding video-ad consumption on YouTube: A measurement study on user behavior, popularity, and content properties. In Proc. Web Science. Google ScholarDigital Library
- Yoram Bachrach, Sofia Ceppi, Ian A Kash, Peter Key, and Mohammad Reza Khani. 2016. Mechanism Design for Mixed Bidders. In Proc. WWW. Google ScholarDigital Library
- Nicola Barbieri, Fabrizio Silvestri, and Mounia Lalmas. 2016. Improving Post-Click User Engagement on Native Ads via Survival Analysis. In Proc. WWW. Google ScholarDigital Library
- Russell W Belk. 2017. Qualitative Research in Advertising. Journal of Advertising (2017), 1--12.Google Scholar
- Scott Carter and Jennifer Mankoff. 2005. When participants do the capturing: the role of media in diary studies. In Proc. CHI. Google ScholarDigital Library
- Jilin Chen, Eben M Haber, Ruogu Kang, Gary Hsieh, and Jalal Mahmud. 2015. Making Use of Derived Personality: The Case of Social Media Ad Targeting. In Proc. ICWSM.Google Scholar
- Henriette Cramer. 2015. Effects of ad quality & content-relevance on perceived content quality. In Proc. CHI. Google ScholarDigital Library
- John W Creswell. 2013. Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.Google Scholar
- Frank E Dardis, Mike Schmierbach, Brett Sherrick, Frank Waddell, Jose Aviles, Sushma Kumble, and Erica Bailey. 2016. Adver-Where? Comparing the Effectiveness of Banner Ads and Video Ads in Online Video Games. Journal of Interactive Advertising 16, 2 (2016), 87--100.Google ScholarCross Ref
- Arpita Ghosh, Mohammad Mahdian, R. Preston McAfee, and Sergei Vassilvitskii. 2015. To Match or Not to Match: Economics of Cookie Matching in Online Advertising. ACM Transactions on Economics and Computation 3, 2 (April 2015), 1--18. Google ScholarDigital Library
- Phillipa Gill, Vijay Erramilli, Augustin Chaintreau, Balachander Krishnamurthy, Konstantina Papagiannaki, and Pablo Rodriguez. 2013. Follow the Money: Understanding Economics of Online Aggregation and Advertising. In Proc. IMC. Google ScholarDigital Library
- Helena C Kraemer. 1982. Kappa coefficient. Wiley StatsRef: Statistics Reference Online (1982).Google Scholar
- S. Shunmuga Krishnan and Ramesh K. Sitaraman. 2013. Understanding the Effectiveness of Video Ads: A Measurement Study. In Proc. IMC. Google ScholarDigital Library
- Anísio Lacerda, Marco Cristo, Marcos André Gonçalves, Weiguo Fan, Nivio Ziviani, and Berthier Ribeiro-Neto. 2006. Learning to advertise. In Proc. SIGIR. Google ScholarDigital Library
- Jonathan Lazar, Jinjuan Heidi Feng, and Harry Hochheiser. 2010. Research methods in human-computer interaction. John Wiley & Sons. Google ScholarDigital Library
- Hao Li and Hui-Yi Lo. 2015. Do you recognize its brand? The effectiveness of online in-stream video advertisements. Journal of Advertising 44, 3 (2015), 208--218.Google ScholarCross Ref
- Matthew Malloy, Mark McNamara, Aaron Cahn, and Paul Barford. 2016. Ad Blockers: Global Prevalence and Impact. In Proc. IMC. Google ScholarDigital Library
- Andrew McStay. 2010. A Qualitative Approach to Understanding Audience's Perceptions of Creativity in Online Advertising. The Qualitative Report 15, 1 (2010), 37.Google Scholar
- Katie O'Donnell and Henriette Cramer. 2015. People's Perceptions of Personalized Ads. In Proc. WWW. Google ScholarDigital Library
- Jaimie Yejean Park, Yunkyu Sohn, and Sue Moon. 2016. Power of Earned Advertising on Social Network Services: A Case Study of Friend Tagging on Facebook. In Proc. ICWSM.Google Scholar
- Enric Pujol, Oliver Hohlfeld, and Anja Feldmann. 2015. Annoyed users: Ads and ad-block usage in the wild. In Proc. IMC. Google ScholarDigital Library
- Fabian Schneider, Anja Feldmann, Balachander Krishnamurthy, and Walter Willinger. 2009. Understanding online social network usage from a network perspective. In Proc. IMC. Google ScholarDigital Library
- Variety. 2014. YouTube U.S. Video-Ad Revenue Will Top $1 Billion in 2014: Report. (2014).Google Scholar
- Ke Zhou, Miriam Redi, Andrew Haines, and Mounia Lalmas. 2016. Predicting pre-click quality for native advertisements. In Proc. WWW. Google ScholarDigital Library
Index Terms
- An Investigation of User Actions and Experiences when Exposed to YouTube Video Ads
Recommendations
A Qualitative Investigation of Gamification: Motivational Factors in Online Gamified Services and Applications
Gamification is commonly employed in designing interactive systems to enhance user engagement and motivations, or to trigger behavior change processes. Although some quantitative studies have been recently conducted aiming at measuring the effects of ...
Exploring the community of older adult viewers on YouTube
AbstractWe report on a study of how older adult viewers use YouTube. We conducted semi-structured interviews with 15 older adults residing in the Republic of Korea who had recently watched videos on YouTube to understand their experiences. We identified ...
Interactively mediating experiences of mindfulness meditation
Sonic Cradle is a human-computer interaction paradigm designed to foster meditative attentional patterns. A user s body is suspended comfortably in a completely dark sound chamber while the interaction paradigm subtly encourages them to focus on their ...
Comments