Is the Future of Non-Skippable Ads Shining Bright?

@inproceedings{64484,
   author = {Kopřivová, Veronika and Ikášová, Tereza and Švarc, Dominik},
   address = {Trnava},
   booktitle = {Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“},
   editor = {doc. PhDr. Ľudmila Čábyová, PhD., Ing. Zuzana Bezáková, PhD., PhDr. Adam Madleňák, PhD., MBA},
   keywords = {Brand; Consumer Behaviour; Generation Z; Marketing Communication; Non-skippable Ads;},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Trnava},
   isbn = {978-80-572-0220-2},
   pages = {336-344},
   publisher = {Fakulta masmediálnej komunikácie UCM},
   title = {Is the Future of Non-Skippable Ads Shining Bright?},
   url = {https://fmk.sk/veda-a-vyskum/zborniky/},
   year = {2021}
}

TY  - JOUR
ID  - 64484
AU  - Kopřivová, Veronika - Ikášová, Tereza - Švarc, Dominik
PY  - 2021
TI  - Is the Future of Non-Skippable Ads Shining Bright?
PB  - Fakulta masmediálnej komunikácie UCM
CY  - Trnava
SN  - 9788057202202
KW  - Brand
KW  - Consumer Behaviour
KW  - Generation Z
KW  - Marketing Communication
KW  - Non-skippable Ads;
UR  - https://fmk.sk/veda-a-vyskum/zborniky/
N2  - The online environment provides companies with more and more opportunities to attract potential customers with their offer. Companies need to consider which types of online marketing communications are the right tools to use in order to increase their profits. Recently, the format of non-skippable advertising has been quite a controversial topic, which is becoming the core of an increasingly strong debate among marketing experts. There is already plenty of evidence that non-skippable advertising is indeed annoying for users of online platforms, but companies continue to use the format. However, it is of course possible that even if non-skippable advertising is annoying to consumers, it still has a use from a brand perspective that can be seen as beneficial. In order to investigate this, an experiment was conducted using an eye-tracking device, and the results from this experiment are the main output of this study.
ER  - 

KOPŘIVOVÁ, Veronika, Tereza IKÁŠOVÁ a Dominik ŠVARC. Is the Future of Non-Skippable Ads Shining Bright? In doc. PhDr. Ľudmila Čábyová, PhD., Ing. Zuzana Bezáková, PhD., PhDr. Adam Madleňák, PhD., MBA. \textit{Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“}. Trnava: Fakulta masmediálnej komunikácie UCM. s.~336-344, 744 s. ISBN~978-80-572-0220-2. 2021.