A study of factors that influence consumers to skip or not skip ads on youtube.

Abstract

The purpose of this paper is to explore the factors that can influence Thai online users to watch video advertisement on YouTube (TrueView ads) and what factors that make them to click Skip ad button in order to help online advertiser to find an effective way to improve their video ad. The data were derived from online questionnaires which randomly distributed and acquired the sample size of 223 respondents. Most of respondents are office women workers who lives in Bangkok. The findings of this research demonstrate that both of video length and impression factors have some relations toward willingness to watch the video ad on YouTube. The acceptable length for viewer should last no later than 30 seconds. On the other hand, the video ad which is able to grab viewers’ attention in the first 5 second is the important period that influence people will click skip ad or not. However, online users will click skip ad button anyway if the brand does not match with their interest at all.