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I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads

I hate ads but not the advertised brands: a qualitative study on Internet users' lived... This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.Design/methodology/approachIn-depth interviews were conducted with 22 participants.FindingsThe participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.Originality/valueThe findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads

Internet Research , Volume 33 (1): 18 – Mar 28, 2023

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References (58)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-06-2021-0377
Publisher site
See Article on Publisher Site

Abstract

This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.Design/methodology/approachIn-depth interviews were conducted with 22 participants.FindingsThe participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.Originality/valueThe findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention.

Journal

Internet ResearchEmerald Publishing

Published: Mar 28, 2023

Keywords: Ad skipping; Online advertisement; Online experience; Privacy–personalization paradox; Skippable ad; Video advertising; YouTube; YouTube marketing

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