Araştırma Makalesi
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Pre Roll Video as an Ad Format and Youtube Users' Approach to Pre Roll Video Ads

Yıl 2021, Cilt: 14 Sayı: 3, 1311 - 1340, 25.07.2021
https://doi.org/10.18094/josc.861924

Öz

Internet advertisements have become an important promotion / marketing tool in a short time with its very different application forms when other ad types are considered. However, although it appears to be part of the routine for web users, it is described as a new and problematic area. Although this medium of advertisement seems more effective due to its characteristics than conventional mass communication, it often coincides with traditional advertising methods in terms of the problems it deals with due to the nature of advertisements in general and this coincidence affects the way they are perceived on the consumer side. This study discusses “pre-roll” promotional videos (which appear before any video content), which are very common as a type of online advertising applied especially by video-sharing sites, with reference to the problems often expressed about Internet ads, and how these videos are perceived by the consumer. To this purpose, a survey was conducted with users of YouTube, a video-sharing platform, and user thoughts about Internet ads were analyzed together with users' reasons for avoiding them. According to the findings of the study, the vast majority of participants noted that these advertisements appear on the site too often, which causes waste of time, and they prefer to skip the ads rather than watch them.

Kaynakça

  • Aslam, W., & Arif, K. F. (2021). Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy. Journal of Interactive Advertising, erken görünüm. doi:10.1080/15252019.2020.1852634
  • Bellman, S., Beal, V., Wooley, B., & Varan, D. (2020). Viewing time as a cross-media metric: Comparing Viewing Time for Video Advertising on Television and Online. Journal of Business Research, 120, 103-113. doi:https://doi.org/10.1016/j.jbusres.2020.07.034
  • Campbell, C., Thompson, F. M., Grimm, P. E., & Robson, K. (2017). Understanding why consumers don't skip pre-roll video ads. Journal of Advertising, 46(3), 411-423. doi:10.1080/00913367.2017.1334249
  • Cunningham, S., Craig, D., & Silver, J. (2016). YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence, 22(4), 376-391. doi:10.1177/1354856516641620
  • Davit Davtyan, I. C. (2017). An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials. Journal of Business Research(10), 160-167. doi:https://doi.org/10.1016/j.jbusres.2016.08.023
  • Edwards, S. M., Li, H., & Lee, J.-H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop- up ads. Journal of Advertising, 31(3), 83-59. doi:10.1080/00913367.2002.10673678
  • Evans, D. (2008). The economics of the online advertising industry. Review of Network Economics, 7, 359-391. doi:10.2202/1446-9022.1154
  • Fransen, M. L., Verlegh, P. W., & Smit, A. K. (2015). International Journal of Advertising, 34(1), 6-16. doi:10.1080/02650487.2014.995284
  • Goodrich, K., Schiller, S., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: Do length, informativeness, and humor help (or hinder) marketing outcomes. Journal of Advertising Research, 55, 37-50. doi:10.2501/JAR-55-1-037-050
  • Ha, L. (2012). Online advertising research in advertising journals: A review. Journal of Current Issues & Research in Advertising, 30(1), 31-48. doi:10.1080/10641734.2008.10505236
  • Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. doi:10.2501/S0265048708080153
  • Haller, M. (2018, Aralık). How video marketing changed in 2018 — and what that means for your 2019 plans. Retrieved from Think with Google: www.thinkwithgoogle.com/marketing-strategies/video/video-advertising-strategy/
  • Hegner, S., Kusse, D., & Pruyn, A. (2016). Watch it! The influence of forced pre-roll video ads on consumer perceptions. P. Verlegh, H. Voorveld, & E. M içinde, Advances in Advertising Research (Vol. VI). Wiesbaden: Springer Gabler. doi:10.1007/978-3-658-10558-7_6
  • IAB. (2017). Guide to digital video advertising: Practical advice for cross-platform video advertising. IAB. www.iab.com/insights/guide-to-digital-video-advertising/ adresinden alındı
  • Iqbal, M. (2020, Kasım 17). YouTube revenue and usage statistics (2020). Retrieved Aralık 1, 2020, from Business of Apps: www.businessofapps.com/data/youtube-statistics/#1
  • Joa, C. Y., Kim, K., & Ha, L. (2018). What makes people watch online in-stream video advertisements? Journal of Interactive Advertising, 18(1), 1-14. doi:10.1080/15252019.2018.1437853
  • Kassan, M. (2020, Ağustos). It’s time to rethink the video streaming wars. Here’s why. Retrieved from Think with Google: https://www.thinkwithgoogle.com/marketing-strategies/digital-streaming-trends/
  • Ko, H., Cho, C.-H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57-70. doi:10.2307/4189297
  • Li, H., & Lo, H.-Y. (2015). Do you recognize its brand? The effectiveness of online in-stream video advertisements. Journal of Advertising, 44(3), 208-218. doi:10.1080/00913367.2014.956376
  • Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of Advertising, 48(1), 1-13. doi:10.1080/00913367.2018.1556138
  • Özel, S. (2015). Bir Yayın Platformu Olarak İnternette Çevrimiçi Videolar ve Kullanıcıların Doyum Faktörleri. Global Media Journal TR Edition, 5(10), 288-216. Mart 2021 tarihinde https://globalmediajournaltr.yeditepe.edu.tr/sites/default/files/Sedat%20O%CC%88ZEL.pdf adresinden alındı
  • Özel, S. (2020). Talebe Bağlı Video Servisleri Çağında Netflix Etkisi. İnsan ve İnsan, 7(26), 115-138. doi:10.29224/insanveinsan.786938
  • Özel, S., & Durmaz, T. (2021). Yeni Nesil İzleme Pratikleri: Tıkınırcasına İzlemek. Marmara Üniversitesi Öneri Dergisi, 16(55), 363-388. doi:DO1: 10.14783/maruoneri.791122
  • Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users' attitudes toward internet advertising. Journal of Interactive Marketing, 13(3), 34-54. doi:10.1002/(SICI)1520-6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R
  • Shavitt, S., Vargas, P., & Lowrey, P. (2004). Exploring the role of memory for self-selected ad experiences: Are some advertising media better liked than others? Psychology and Marketing, 21(12), 1011-1032. doi: https://doi.org/10.1002/mar.20035
  • Shon, M., Shin, J., Hwang, J., & Lee, D. (2021). Free Contents vs. Inconvenience Costs: Two Faces of Online Video Advertising. Telematics and Informatics, 56, 101476. doi:https://doi.org/10.1016/j.tele.2020.101476
  • Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499. doi:10.1080/0965254X.2011.581383
  • Stewart, K., Kammer-Kerwick, M., Auchter, A., Koh, H. E., Dunn, M. E., & Cunningham, I. (2019). Examining digital video advertising (DVA) effectiveness: The role of product category, product involvement, and device. European Journal of Marketing, 53(11), 2451-2479. doi:10.1108/EJM-11-2016-0619
  • Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have “Millennials” embraced digital advertising as they have embraced digital media? Journal of Promotion Management, 19(5), 652-673. doi:10.1080/10496491.2013.829161
  • Taylor, C. R. (2009). Editorial. International Journal of Advertising, 28(3), 411-418. doi:10.2501/S0265048709200679 We are Social. (2020, January). Digital 2020 Turkey (January 2020) v01. https://www.slideshare.net/DataReportal/digital-2020-turkey-january-2020-v01 adresinden alındı
  • Wilbur, K. C. (2008). How the digital video recorder (DVR) changes traditional television advertising. Journal of Advertising, 37(1), 143-149. doi:10.2753/JOA0091-3367370111
  • Williams, K., Petrosky , A., Hernandez, E., & Page, Jr, R. (211). Product Replacement effectiveness: Revisited and Renewed. Journal of Management and Marketing Research, 7(1), 1-24. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.456.5884&rep=rep1&type=pdf adresinden alındı
  • Yang, D. K. (2003). Internet users' attitudes toward and beliefs about internet advertising. Journal of International Consumer Marketing, 15(4), 43-65. doi:10.1300/J046v15n04_03

Bir Reklam Biçimi Olarak Preroll Video ve Youtube Kullanıcılarının Preroll Video Reklamlara Yaklaşımı

Yıl 2021, Cilt: 14 Sayı: 3, 1311 - 1340, 25.07.2021
https://doi.org/10.18094/josc.861924

Öz

İnternet reklamları, diğer reklam türleri düşünüldüğünde kendisine özgü çok farklı uygulama biçimleri ile kısa sürede önemli bir tanıtım/pazarlama aracı haline gelmiştir. Bununla birlikte web kullanıcıları için rutinin bir parçası gibi görünse de yeni ve birçok sorunun olduğu bir alan olarak tanımlanmaktadır. Geleneksel kitle iletişimine göre daha etkili görünmesine karşın reklamın doğasına bağlanan tüketici tutumu düşünüldüğünde bu sorunlar geleneksel reklam metotları ile çoğu zaman örtüşmektedir. Bu araştırmada öncelikle İnternet reklamlarında dile getirilen sorunlar üzerine yapılan tartışmalar incelenmiş ve bu tartışmalardan hareketle bir reklam uygulaması olarak özellikle video sitelerinde çok karşımıza çıkan “preroll” (video öncesi gösterilen reklam) videolar ve bu videoların tüketici tarafından nasıl algılandığı araştırılmıştır. Bu amaçla, Youtube Video paylaşım sitesi kullanıcılarına yönelik bir anket çalışması gerçekleştirilmiş, kullanıcıların bu reklamlar hakkındaki düşünceleri ve kaçınma nedenleri analiz edilmiştir. Çalışma bulgularına göre, katılımcıların büyük çoğunluğu, bu tür reklamların sitede çok sık olarak yer aldığını, bunun zaman kaybı olduğunu ve reklamları izlemek yerine kaçınmayı tercih ettiklerini belirtmişlerdir.

Kaynakça

  • Aslam, W., & Arif, K. F. (2021). Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy. Journal of Interactive Advertising, erken görünüm. doi:10.1080/15252019.2020.1852634
  • Bellman, S., Beal, V., Wooley, B., & Varan, D. (2020). Viewing time as a cross-media metric: Comparing Viewing Time for Video Advertising on Television and Online. Journal of Business Research, 120, 103-113. doi:https://doi.org/10.1016/j.jbusres.2020.07.034
  • Campbell, C., Thompson, F. M., Grimm, P. E., & Robson, K. (2017). Understanding why consumers don't skip pre-roll video ads. Journal of Advertising, 46(3), 411-423. doi:10.1080/00913367.2017.1334249
  • Cunningham, S., Craig, D., & Silver, J. (2016). YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence, 22(4), 376-391. doi:10.1177/1354856516641620
  • Davit Davtyan, I. C. (2017). An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials. Journal of Business Research(10), 160-167. doi:https://doi.org/10.1016/j.jbusres.2016.08.023
  • Edwards, S. M., Li, H., & Lee, J.-H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop- up ads. Journal of Advertising, 31(3), 83-59. doi:10.1080/00913367.2002.10673678
  • Evans, D. (2008). The economics of the online advertising industry. Review of Network Economics, 7, 359-391. doi:10.2202/1446-9022.1154
  • Fransen, M. L., Verlegh, P. W., & Smit, A. K. (2015). International Journal of Advertising, 34(1), 6-16. doi:10.1080/02650487.2014.995284
  • Goodrich, K., Schiller, S., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: Do length, informativeness, and humor help (or hinder) marketing outcomes. Journal of Advertising Research, 55, 37-50. doi:10.2501/JAR-55-1-037-050
  • Ha, L. (2012). Online advertising research in advertising journals: A review. Journal of Current Issues & Research in Advertising, 30(1), 31-48. doi:10.1080/10641734.2008.10505236
  • Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. doi:10.2501/S0265048708080153
  • Haller, M. (2018, Aralık). How video marketing changed in 2018 — and what that means for your 2019 plans. Retrieved from Think with Google: www.thinkwithgoogle.com/marketing-strategies/video/video-advertising-strategy/
  • Hegner, S., Kusse, D., & Pruyn, A. (2016). Watch it! The influence of forced pre-roll video ads on consumer perceptions. P. Verlegh, H. Voorveld, & E. M içinde, Advances in Advertising Research (Vol. VI). Wiesbaden: Springer Gabler. doi:10.1007/978-3-658-10558-7_6
  • IAB. (2017). Guide to digital video advertising: Practical advice for cross-platform video advertising. IAB. www.iab.com/insights/guide-to-digital-video-advertising/ adresinden alındı
  • Iqbal, M. (2020, Kasım 17). YouTube revenue and usage statistics (2020). Retrieved Aralık 1, 2020, from Business of Apps: www.businessofapps.com/data/youtube-statistics/#1
  • Joa, C. Y., Kim, K., & Ha, L. (2018). What makes people watch online in-stream video advertisements? Journal of Interactive Advertising, 18(1), 1-14. doi:10.1080/15252019.2018.1437853
  • Kassan, M. (2020, Ağustos). It’s time to rethink the video streaming wars. Here’s why. Retrieved from Think with Google: https://www.thinkwithgoogle.com/marketing-strategies/digital-streaming-trends/
  • Ko, H., Cho, C.-H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34(2), 57-70. doi:10.2307/4189297
  • Li, H., & Lo, H.-Y. (2015). Do you recognize its brand? The effectiveness of online in-stream video advertisements. Journal of Advertising, 44(3), 208-218. doi:10.1080/00913367.2014.956376
  • Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of Advertising, 48(1), 1-13. doi:10.1080/00913367.2018.1556138
  • Özel, S. (2015). Bir Yayın Platformu Olarak İnternette Çevrimiçi Videolar ve Kullanıcıların Doyum Faktörleri. Global Media Journal TR Edition, 5(10), 288-216. Mart 2021 tarihinde https://globalmediajournaltr.yeditepe.edu.tr/sites/default/files/Sedat%20O%CC%88ZEL.pdf adresinden alındı
  • Özel, S. (2020). Talebe Bağlı Video Servisleri Çağında Netflix Etkisi. İnsan ve İnsan, 7(26), 115-138. doi:10.29224/insanveinsan.786938
  • Özel, S., & Durmaz, T. (2021). Yeni Nesil İzleme Pratikleri: Tıkınırcasına İzlemek. Marmara Üniversitesi Öneri Dergisi, 16(55), 363-388. doi:DO1: 10.14783/maruoneri.791122
  • Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users' attitudes toward internet advertising. Journal of Interactive Marketing, 13(3), 34-54. doi:10.1002/(SICI)1520-6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R
  • Shavitt, S., Vargas, P., & Lowrey, P. (2004). Exploring the role of memory for self-selected ad experiences: Are some advertising media better liked than others? Psychology and Marketing, 21(12), 1011-1032. doi: https://doi.org/10.1002/mar.20035
  • Shon, M., Shin, J., Hwang, J., & Lee, D. (2021). Free Contents vs. Inconvenience Costs: Two Faces of Online Video Advertising. Telematics and Informatics, 56, 101476. doi:https://doi.org/10.1016/j.tele.2020.101476
  • Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499. doi:10.1080/0965254X.2011.581383
  • Stewart, K., Kammer-Kerwick, M., Auchter, A., Koh, H. E., Dunn, M. E., & Cunningham, I. (2019). Examining digital video advertising (DVA) effectiveness: The role of product category, product involvement, and device. European Journal of Marketing, 53(11), 2451-2479. doi:10.1108/EJM-11-2016-0619
  • Tanyel, F., Stuart, E. W., & Griffin, J. (2013). Have “Millennials” embraced digital advertising as they have embraced digital media? Journal of Promotion Management, 19(5), 652-673. doi:10.1080/10496491.2013.829161
  • Taylor, C. R. (2009). Editorial. International Journal of Advertising, 28(3), 411-418. doi:10.2501/S0265048709200679 We are Social. (2020, January). Digital 2020 Turkey (January 2020) v01. https://www.slideshare.net/DataReportal/digital-2020-turkey-january-2020-v01 adresinden alındı
  • Wilbur, K. C. (2008). How the digital video recorder (DVR) changes traditional television advertising. Journal of Advertising, 37(1), 143-149. doi:10.2753/JOA0091-3367370111
  • Williams, K., Petrosky , A., Hernandez, E., & Page, Jr, R. (211). Product Replacement effectiveness: Revisited and Renewed. Journal of Management and Marketing Research, 7(1), 1-24. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.456.5884&rep=rep1&type=pdf adresinden alındı
  • Yang, D. K. (2003). Internet users' attitudes toward and beliefs about internet advertising. Journal of International Consumer Marketing, 15(4), 43-65. doi:10.1300/J046v15n04_03
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Sedat Özel 0000-0002-8280-1930

Yayımlanma Tarihi 25 Temmuz 2021
Gönderilme Tarihi 15 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 14 Sayı: 3

Kaynak Göster

APA Özel, S. (2021). Bir Reklam Biçimi Olarak Preroll Video ve Youtube Kullanıcılarının Preroll Video Reklamlara Yaklaşımı. Selçuk İletişim, 14(3), 1311-1340. https://doi.org/10.18094/josc.861924