Detailed Information on Publication Record
2021
Is the Future of Non-Skippable Ads Shining Bright?
KOPŘIVOVÁ, Veronika, Tereza IKÁŠOVÁ and Dominik ŠVARCBasic information
Original name
Is the Future of Non-Skippable Ads Shining Bright?
Authors
KOPŘIVOVÁ, Veronika (703 Slovakia, belonging to the institution), Tereza IKÁŠOVÁ (203 Czech Republic, belonging to the institution) and Dominik ŠVARC (203 Czech Republic, belonging to the institution)
Edition
Trnava, Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“ p. 336-344, 744 pp. 2021
Publisher
Fakulta masmediálnej komunikácie UCM
Other information
Language
English
Type of outcome
Stať ve sborníku
Field of Study
50204 Business and management
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
electronic version available online
References:
RIV identification code
RIV/47813059:19520/21:A0000350
Organization unit
School of Business Administration in Karvina
ISBN
978-80-572-0220-2
ISSN
Keywords in English
Brand; Consumer Behaviour; Generation Z; Marketing Communication; Non-skippable Ads;
Tags
Reviewed
Změněno: 31/12/2022 23:50, Ing. Veronika Kopřivová, Ph.D.
Abstract
V originále
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.