J 2025

Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

BAUEROVÁ, Radka and Veronika KOPŘIVOVÁ

Basic information

Original name

Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

Authors

BAUEROVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution) and Veronika KOPŘIVOVÁ (703 Slovakia, belonging to the institution)

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

References:

Impact factor

Impact factor: 1.200 in 2024

Organization unit

School of Business Administration in Karvina

DOI

UT WoS

001472091600001

Keywords in English

Brand salience; brand recall; skippable ad; non-skippable ad; experiment
Changed: 28/5/2025 18:45, Ing. Radka Bauerová, Ph.D.

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.