2025
Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate
BAUEROVÁ, Radka and Veronika KOPŘIVOVÁBasic information
Original name
Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate
Authors
Edition
E & M EKONOMIE A MANAGEMENT, LIBEREC, Technická univerzita v Liberci, 2025, 1212-3609
Other information
Language
English
Type of outcome
Article in a journal
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
is not subject to a state or trade secret
Impact factor
Impact factor: 1.200 in 2024
Marked to be transferred to RIV
Yes
Organization unit
School of Business Administration in Karvina
UT WoS
Keywords in English
Brand salience; brand recall; skippable ad; non-skippable ad; experiment
Tags
Changed: 6/3/2026 12:52, Miroslava Snopková
Abstract
In the original language
This study examines the impact of two video-ad formats on digital platforms (skippable and non-skippable spots) on brand recall, brand salience, and subsequent e-commerce conversions. An experimental design shows that non-skippable ads lower immediate brand recall and direct conversion rates but build stronger long-term brand salience, which translates into future purchases. Skippable ads, by contrast, boost immediate recall yet exert less influence on later buying actions. The findings suggest the optimal format depends on campaign objectives and the purchase-journey stage. Non-skippable ads are better for brand-building, whereas skippable ads excel at short-term activation.