Ads on YouTube: Skip or Watch?

DOI

10.2991/icss-18.2018.66How to use a DOI?

Keywords

YouTube Ads; attitude; watch; skip

Abstract

The development of online media provides an opportunity for advertisers to use the new media for commercial purposes. This advertiser uses YouTube, the most popular video player, to embed their video ads. In the last few years, online media made it easy for users to actively and individually take the choice of whether to watch ads or skip it. This research uses online surveys to social media users who watch YouTube. The survey contains a list of questions with closed answer alternatives and also open-end questions. There are several behaviors that YouTube users do if they received ads: ignore it; they have to watch the unskippable ads, and immediately press the skip button if it is available. There are some reasons why YouTube users behave like that. The results of this study provide information to advertisers to change their advertising products to suit the behavior of YouTube users.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Danang Tandyonomanu
PY  - 2018/10
DA  - 2018/10
TI  - Ads on YouTube: Skip or Watch?
BT  - Proceedings of the 1st International Conference on Social Sciences (ICSS 2018)
PB  - Atlantis Press
SP  - 325
EP  - 328
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-18.2018.66
DO  - 10.2991/icss-18.2018.66
ID  - Tandyonomanu2018/10
ER  -