Is the Future of Non-Skippable Ads Shining Bright?

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Is the Future of Non-Skippable Ads Shining Bright?

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Is the Future of Non-Skippable Ads Shining Bright?

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Conference Proceedings from International Scientific Conference „Marketing Identity 2021: New changes, new challenges“

ISBN

9788057202202

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

744

Strana od-do

336-344

Název nakladatele

Fakulta masmediálnej komunikácie UCM

Místo vydání

Trnava

Místo konání akce

Trnava: Fakulta masmediálnej komunikácie UCM

Datum konání akce

1. 1. 2021

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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