Click as Fast as You Can:

(1)

Click as Fast as You Can:

A Duration Model on the Timing of

Online Video Ad Skipping

E V I G ORT ER

M S C M A R K E TING M A N AGEM ENT + I N T ELL IGENCE

T HES IS DE F E NSE

(2)

(3)

1. Research Question

• YouTube

• Pre-roll ads

• Intrusive

(4)

(5)

3. Theoretical Framework

• Ad attitude

• + fun, entertainment, humor, relevance, meaningfulness

(6)

4. Research Design

• DVJ Insights

• United Kingdom, Germany and The Netherlands

• Cox Proportional Hazard Model:

(7)

4. Research Design

ℎ

_𝑖

𝑡ห𝑉𝑇

_𝑖

, 𝑆

_𝑖

= ℎ

₀

𝑡 exp(𝛽

₁

𝐴𝐴

_𝑖

+ 𝛽

₂

𝑃𝐼

_𝑖

+ 𝛽

₃

𝐷𝑢𝑟

_𝑖

+ 𝛽

₄

𝐷𝑒𝑣

_𝑖

+ 𝛽

₅

𝐺𝑒𝑛𝑑

_𝑖

+ 𝛽

₆

𝐴𝑔𝑒

_𝑖

+

𝛽

₇

𝑈𝐾

_𝑖

+ 𝛽

₈

𝐺𝐸

_𝑖

𝑉𝑇

_𝑖

=

viewing time of the advertisement by respondent i in seconds,

𝑆

_𝑖

=

event of skipping of respondent i,

𝐴𝐴

_𝑖

=

ad attitude of the advertisement by respondent i,

𝑃𝐼

_𝑖

=

product involvement of the advertisement watched by respondent i,

𝐷𝑒𝑣

_𝑖

=

type of device on which respondent i watched the advertisement

(8)

5. Results

• 58% skipped

(9)

5. Results

Variable Coefficient Exp(Coef) St. Error Z-value P-value Ad Attitude -0.264 0.768 0.015 -17.529 0.000 Product Involvement 0.014 1.014 0.027 0.531 0.596 Type of Device 0.179 1.196 0.031 5.763 0.000 Ad Duration 0.001 1.001 0.004 0.279 0.780 Gender -0.086 0.917 0.027 -3.199 0.001 Age -0.025 0.975 0.001 -26.779 0.000 UK 0.045 1.046 0.035 1.296 0.195 Germany -0.064 0.938 0.036 -1.768 0.078 Log-likelihood -48,270.37

Likelihood ratio test 1,237***

AIC statistic 96,556.74

BIC statistic 96,609,77

Concordance 0.657

(10)

5. Results

• Interaction effects

• Type of device

• Nationality

• Proportional Hazards Assumption

(11)

6. Discussion

Hypothesis Supported?

H₁ Advertisement attitude negatively affects the customer’s probability to skip

pre-roll advertisements

Yes

H2 Product involvement negatively affects the customer’s probability to skip

No

H₃ Watching an online video ad on a touch-based device (vs. non-touch-based devices) positively affects the customer’s probability to skip pre-roll