D 2021

Is the Future of Non-Skippable Ads Shining Bright?

KOPŘIVOVÁ, Veronika, Tereza IKÁŠOVÁ and Dominik ŠVARC

Basic 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.