KOPŘIVOVÁ, Veronika, Tereza IKÁŠOVÁ and Dominik ŠVARC. Is the Future of Non-Skippable Ads Shining Bright?. Online. In doc. PhDr. Ľudmila Čábyová, PhD., Ing. Zuzana Bezáková, PhD., PhDr. Adam Madleňák, PhD., MBA. Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“. Trnava: Fakulta masmediálnej komunikácie UCM, 2021, p. 336-344, 744 pp. ISBN 978-80-572-0220-2.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/47813059:19520/21:A0000350
Organization unit School of Business Administration in Karvina
ISBN 978-80-572-0220-2
ISSN 1339-5726
Keywords in English Brand; Consumer Behaviour; Generation Z; Marketing Communication; Non-skippable Ads;
Tags Reviewed
Changed by Changed by: Ing. Veronika Kopřivová, Ph.D., učo 29255. Changed: 31/12/2022 23:50.
Abstract
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.
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