Is the Future of Non-Skippable Ads Shining Bright?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000350" target="_blank" >RIV/47813059:19520/21:A0000350 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Is the Future of Non-Skippable Ads Shining Bright?
Original language description
The online environment provides companies with more and more opportunities to attract potential customers with their offer. Companies need to consider which types of online marketing communications are the right tools to use in order to increase their profits. Recently, the format of non-skippable advertising has been quite a controversial topic, which is becoming the core of an increasingly strong debate among marketing experts. There is already plenty of evidence that non-skippable advertising is indeed annoying for users of online platforms, but companies continue to use the format. However, it is of course possible that even if non-skippable advertising is annoying to consumers, it still has a use from a brand perspective that can be seen as beneficial. In order to investigate this, an experiment was conducted using an eye-tracking device, and the results from this experiment are the main output of this study.
Czech name
—
Czech description
—

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“
ISBN
9788057202202
ISSN
1339-5726
e-ISSN
—
Number of pages
744
Pages from-to
336-344
Publisher name
Fakulta masmediálnej komunikácie UCM
Place of publication
Trnava
Event location
Trnava: Fakulta masmediálnej komunikácie UCM
Event date
Jan 1, 2021
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
—

Similar results(10)