動画サイトにおける動画広告形式と嫌悪感の関係

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書誌事項

タイトル別名
  • Relationships between Users' Feelings of Annoyance and Online Video Advertising Methods
  • ドウガ サイト ニ オケル ドウガ コウコク ケイシキ ト ケンオカン ノ カンケイ

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抄録

This research was focused on the relationships between users' feelings of annoyance and the online video advertising methods where some video advertisements (ads) with different formats usually were played before, between, or after the main content. The ads, however, sometimes annoyed users. The purpose of this research was to examine through the experiments what inserted positions and inserted formats for the ads could avoid user annoyance. The experiments were designed by a 2 x 3 within-subjects factorial design with independent variables: inserted position (the pre-roll or the mid-roll) and inserted formats (the 6 seconds bumper ad, the skippable instream ad after 5 seconds, or the un-skippable 15 seconds instream ad). The results of experiments revealed the bumper ad and the skippable instream ad were less annoying than the un-skippable instream one regardless of the inserted position. It was also suggested that the combination of the bumper ad and the skippable instream ad were recommended to avoid user annoyance as a combination of pre-roll and mid-roll ads.

収録刊行物

  • 人間中心設計

    人間中心設計 17 (1), 26-29, 2021-09-30

    特定非営利活動法人 人間中心設計推進機構

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