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

Abstract

In-stream advertisements have become a popular choice of brands. However, limited studies have compared the attitudes of customers towards in-stream advertisement types, i.e. skippable advertisements and full-length advertisements. This study explores the attitudes of consumers towards both types of in-stream video advertising and their effect on shopping intention. A total of 289 responses for skippable advertisements and 270 full-length advertisements responses were used to test the hypotheses using the technique of partial least square 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 only in developing a positive attitude for skippable advertisements. Further, the attitude towards advertising contributes to the intention to shop in both skippable and full-length advertising. This is the first study that provides comparative insights into the attitude of consumers towards 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 advertising online.