Beschreibung:
The online video advertising (OVA) market has grown for the last decade. Advertisers prefer OVA because it attracts more extended periods of attention and concentration. Despite OVA’s advantages and high growth, a majority of online video service users avoid OVA by ad-skipping or window closing. Existing research does not thoroughly examine the issue―what makes users watch an ad longer or in its entirety, due to a lack of consideration about actual OVA viewing situations and methodological limitations. Based on Thaler`s mental accounting of time theory, this study analyzes actual log data of ad avoidance behaviors in an online video platform to close the gap in the literature. The findings show that viewers balance expected benefits and costs in different media contexts to decide how long they watch pre-roll ads. This study extends the concept of media context in OVA research and provides actionable guidelines for online video platforms and advertisers