Relationships between Users' Feelings of Annoyance and Online Video Advertising Methods

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  • Sasaki Taisei
    Graduate School of Information and Telecommunication Engineering, Tokai University
  • Karashima Mitsuhiko
    School of Information and Telecommunication Engineering, Tokai University

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  • 動画サイトにおける動画広告形式と嫌悪感の関係
  • 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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Abstract

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.

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