Do bumper ads bump consumers?: An empirical research on YouTube video viewers

Resumen

YouTube, the most popular present-day online video platform, is also considered one of today’s leading advertising media. There is an ongoing argument that YouTube measures and shares its own ad effectiveness. However, the consumer research results contradict with their measurements. The difficulty of measuring the performance of video ads on YouTube without YouTube’s built-in data increases the debate about its effectiveness as an advertising environment and therefore makes it more important to collect data from consumers through empirical research. This study was carried out with YouTube viewers located in Turkey, whose population is among the most online video watching Internet users in the world, to uncover the determining attitudes and the factors affecting them in the effectiveness of bumper ads, which YouTube introduced in 2016 as 6-seconds unskippable ad videos. The acquired data were tested by correlation and regression analysis under a predicted model that could explain the attitudes towards the ad. According to findings; it has been shown that the attitudes towards bumper advertisements are significantly related to the factors such as entertainment, informativeness, credibility, irritation, frequency of exposure and advertising value. However, it was found that the participants did not develop a positive attitude towards these factors, and the bumper advertisements, along with them.

Biografía del autor/a

Ayda Sabuncuoğlu-İnanç, Sakarya University

Ayda SABUNCUOGLU İNANÇ is an Associate Professor at the Faculty of Communication, Sakarya University. Also she is the head of Public Relations and Advertising Department in her faculty. She received her Master and PhD degrees in Public Relations and Advertising from Ege University, 2006 and 2011. Her research interests include: advertising, social media, consumer behavior, advertising sociology and advertising psychology .

Ebru Gökaliler, Yaşar University

Ebru GÖKALİLER is an Associate Professor at the Faculty of Communication, Yasar University. Also she is vice dean in the Faculty of Communication. She received her BA (2004) and PhD (2010) degrees in Public Relations and advertising from Ege University. Her research interests include brand communication, advertising, internet advertising and consumer behavior.

Göker Gülay, Yaşar University
GÜLAY received his BA in Journalism from Anadolu University, Eskişehir (2006) and his Ph.D. in Advertising from Ege University, İzmir (2016). I have spent 10 years as a faculty member at the Faculty of Communication, Yasar University. His research interests center on developing digital tools and social media analysis in context of user generated content.

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Publicado
2020-02-18
Sección
Artículos de investigación / Research articles