Why Do Viewers Sometimes Watch Skippable Ads?

About this episode

This episode explores how ad scheduling affects viewer behavior towards skippable ads with insights from researchers.

Can the way ads are scheduled change whether people watch or skip? In this episode, Dr. Mi Hyun Lee (Northwestern University) and Dr. Jaewon Royce Choi (Louisiana State University) join me to talk about their Journal of Advertising Research article, Acceptance Propensity of Pre-Roll Skippable Ads: An Analysis of Large-Scale Clickstream Data Using Dynamic Linear Models, coauthored with Su Jung Kim. We dig into their concept of ad acceptance propensity — the underlying tendency to accept rathe...

People in this episode

Host: Host Name

Guests: Dr. Mi Hyun Lee, Dr. Jaewon Royce Choi

Topics covered

• skippable ads
• ad acceptance propensity
• clickstream data
• dynamic linear models
• advertising research

Keywords

• skippable ads
• ad scheduling
• viewer behavior
• advertising research
• clickstream data

Mentioned in this episode

Organizations: Northwestern University, Louisiana State University, Journal of Advertising Research

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