Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Influence of TrueView Ad Skip Buttons on Advertising Effect

트루뷰 동영상 광고의 스킵버튼 종류에 따른 광고 효과

  • 김주석 (광운대학교 일반대학원 신문방송학과) ;
  • 정동훈 (광운대학교 미디어커뮤니케이션학부)
  • Received : 2018.09.19
  • Accepted : 2019.02.07
  • Published : 2019.03.31
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Abstract

The purpose of this study is to find out what type of skip button used in forced exposure advertising is the most positive to the users. The four types of skip buttons were produced for the experiment and tested by survey and eye tracker to reveal the effects of the skip buttons on perceived intrusion, advertising attention, attitude toward advertising, and memory consisting of recall and recognition. Out of 80 participants, 20 were randomly assigned to the specific type of skip button group. The results showed that there is no statistical difference in advertising attention, perceived intrusiveness and attitude toward advertising. However, the recall and recognition rate are the highest in the static text type and kinetic text, product image, and default follow statistically. This study has implications for using skip buttons as a major variable for inventory of TrueView advertising effects and suggests that the amount of information in the image is critical processed by users within very short time.

Keywords

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Experimental Instrument : Web page interface

OTSBB9_2019_v18n1_1_f0002.png 이미지

Four Types of Skip Buttons

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