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Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-ad Button on Irritation and Skipping Behavior

Author

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  • Jeon, Yongwoog Andrew
  • Son, Hyunsang
  • Chung, Arnold D.
  • Drumwright, Minette E.

Abstract

Does a timer—displayed during an in-stream commercial to show viewers how long they need to wait—help relieve the ad irritation that viewers experience when they have to wait for a video to play? Likewise, does the skip-ad button that allows viewers to skip an ad after several seconds help lessen their irritation with the commercial? This research theoretically and empirically examined whether reducing temporal uncertainty (i.e., using a timer to let viewers know the ad length) in skippable advertising actually helped relieve viewers' ad irritation and reduce their likelihood of ad-skipping. Across two experimental studies, temporal certainty (e.g., the presence of the timer) during short commercials generally decreased ad irritation. In contrast, when a skip-ad button is displayed, temporal certainty during both short and long commercials increased ad irritation, which subsequently decreased advertising effectiveness. Also, the higher the ad irritation, the higher the ad-skipping rate. Theoretical and managerial implications of these results are discussed, and alternative solutions for reducing ad irritation are provided.

Suggested Citation

  • Jeon, Yongwoog Andrew & Son, Hyunsang & Chung, Arnold D. & Drumwright, Minette E., 2019. "Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-ad Button on Irritation and Skipping Behavior," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 144-158.
    • Handle: RePEc:eee:joinma:v:47:y:2019:i:c:p:144-158
    DOI: 10.1016/j.intmar.2019.02.005
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    References listed on IDEAS

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    1. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
    2. Mulier, Lana & Slabbinck, Hendrik & Vermeir, Iris, 2021. "This Way Up: The Effectiveness of Mobile Vertical Video Marketing," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 1-15.
    3. Zheyin (Jane) Gu & Xuying Zhao, 2024. "Content Length Limit: How Does It Matter for a Consumer-to-Consumer Media Platform?," Information Systems Research, INFORMS, vol. 35(4), pages 1785-1801, December.
    4. Khai Xiang Chiong & Matthew Shum & Ryan Webb & Richard Chen, 2024. "Combining Choice and Response Time Data: A Drift-Diffusion Model of Mobile Advertisements," Management Science, INFORMS, vol. 70(2), pages 1238-1257, February.
    5. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    6. Adel A. Al-Wugayan, 2023. "Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 369-391, June.

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