Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy

Abstract

Abstract In-stream advertisements have become a popular choice of brands. However, limited studies have compared the attitudes of customers toward in-stream advertisement types, specifically, skippable advertisements and full-length advertisements. This study explores the attitudes of consumers toward both types of in-stream video advertising and their effect on shopping intention. A total of 289 responses for skippable advertisements and 270 responses for full-length advertisements were used to test hypotheses using the technique of partial least squares structural equation modeling (PLS-SEM). The findings showed that in skippable advertisements, the effect of irritation on attitude is less compared to full-length advertisements. For full-length advertisements, entertainment, advertising value, and emotional appeal significantly contribute to the creation of a positive attitude, whereas informativeness contributes to development of a positive attitude only for skippable advertisements. Further, the attitude toward advertising contributes to the intention to shop for both skippable and full-length advertising. This is the first study that provides comparative insights into the attitudes of consumers toward skippable advertising and full-length advertising. This study also highlights the relationship of emotional appeal and attitude to online video advertising. This research is useful to marketers and brand managers to create effective content strategies for in-stream online advertising.