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An Investigation of User Actions and Experiences when Exposed to YouTube Video Ads

Published: 16 October 2018 Publication History

Abstract

Advertisements using video content (video ads) are currently one of the leading forms of revenue on today's Internet. Within this setting, we present the first study that sheds some light on understanding why individual users view or decide to skip video ads. Unlike previous related efforts, which looked into aggregated sets of data and did not address the users' actions and experiences when exposed to video ads, we here perform a user experience focused investigation employing surveys and diaries with a set of real YouTube viewers. Our study is driven by the following research question: How does the user experience, when exposed to video ads, affect the user actions (decision to skip or watch an ad)?

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  • (2024)Modeling the Impact of Video Dynamics on User Engagement and Eye Tracking PatternsProcedia Computer Science10.1016/j.procs.2023.10.473225:C(4740-4749)Online publication date: 4-Mar-2024
  • (2022)The Influence of Music on Online AdvertisingImplementing Automation Initiatives in Companies to Create Better-Connected Experiences10.4018/978-1-6684-5538-8.ch009(179-214)Online publication date: 30-Jun-2022
  • (2022)Ethics: What is the Research Scenario in the Brazilian Symposium WebMedia?Proceedings of the Brazilian Symposium on Multimedia and the Web10.1145/3539637.3557932(1-10)Online publication date: 7-Nov-2022
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  1. An Investigation of User Actions and Experiences when Exposed to YouTube Video Ads

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    cover image ACM Other conferences
    WebMedia '18: Proceedings of the 24th Brazilian Symposium on Multimedia and the Web
    October 2018
    437 pages
    ISBN:9781450358675
    DOI:10.1145/3243082
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Publication History

    Published: 16 October 2018

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    Author Tags

    1. diary study
    2. qualitative
    3. user experience
    4. video advertising

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    • Research-article
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    WebMedia '18
    WebMedia '18: Brazilian Symposium on Multimedia and the Web
    October 16 - 19, 2018
    BA, Salvador, Brazil

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    WebMedia '18 Paper Acceptance Rate 37 of 111 submissions, 33%;
    Overall Acceptance Rate 270 of 873 submissions, 31%

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    Cited By

    View all
    • (2024)Modeling the Impact of Video Dynamics on User Engagement and Eye Tracking PatternsProcedia Computer Science10.1016/j.procs.2023.10.473225:C(4740-4749)Online publication date: 4-Mar-2024
    • (2022)The Influence of Music on Online AdvertisingImplementing Automation Initiatives in Companies to Create Better-Connected Experiences10.4018/978-1-6684-5538-8.ch009(179-214)Online publication date: 30-Jun-2022
    • (2022)Ethics: What is the Research Scenario in the Brazilian Symposium WebMedia?Proceedings of the Brazilian Symposium on Multimedia and the Web10.1145/3539637.3557932(1-10)Online publication date: 7-Nov-2022
    • (2021)Advertising in streaming videoTelecommunications Policy10.1016/j.telpol.2021.10218645:9Online publication date: 1-Oct-2021

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