The Impacts of Skip Option and Time Display on Viewer Response to In-Stream Video Ads: The Role of Perceived Control and Reactance

Internet Research.

Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive control respectively, impact viewer response to in-stream video ads in terms of perception of control, reactance and advertising outcomes. A 2 (Skip option: skippable vs. non-skippable) × 2 (Time display: presence vs. absence) between-subjects experiment was conducted online with a total of 217 participants recruited via Qualtrics panel. The results of the online experiment show that the presence of ad skip option and ad time display led to an increased level of perceived control, which predicted reduced ad intrusiveness and ad irritation, and more positive user attitude toward the ad, in sequence. The findings confirm that digital ad features such as a skip option and a time display could be effective tools to minimize negative responses to in-stream video ads by increasing the perceived control and reducing reactance of viewers. The study provides empirical evidences demonstrating that multiple dimensions of control feature (i.e., behavioral and cognitive) can contribute to users’ perception of being in control and its potential impact on advertising outcomes.

Jooyoung Kim 

Related Research


Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?

Jooyoung Uhm (Grady MA alum) and Jooyoung Kim. “Sexualized Images of Female Influencers in Instagram Advertising: Do They Work?” Presented at the American Academy of Advertising (AAA) Annual Conference, St. Petersburg, FL, March 24 – 27, […]

read more
Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement

Jihoon Kim (Grady PhD alum), Sun Joo (Grace) Ahn, and Jooyoung Kim. “Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement.” Presented at the American Academy of Advertising (AAA) Annual Conference, […]

Sun Joo (Grace) AhnJooyoung Kim
read more