An Integrated Review of the Efficacy of Internet Advertising: Concrete Approaches to the Banner Ad Format and the Context of Social Networks

Skipping the skippable: An empirical study with out‐of‐sample predictive relevance

“…The YouTube ads impede freedom of watching the videos freely as the ads create search hindrance (Speck & Elliott, 1997) or interrupt the flow of viewing the videos (Ha & McCann, 2008; Yang et al, 2017). When viewers have been previously exposed or repeatedly exposed to an advertisement, they perceive them to be curtailing their freedom more (Bellman et al, 2010; Wilbur, 2016) as it leads to ad clutter (Rejón‐Guardia & Martínez‐López, 2014). This study aims to explain the avoidance of YouTube advertisements with the lens of TPR.…”

An experimental study on the effect of ad placement, product involvement and motives on Facebook ad avoidance

“…Product involvement, or the degree of "[…] perceived relevance of the object based on inherent needs, values, and interests" (Zaichkowsky, 1985, p. 342), has been repeatedly linked to ad avoidance (A.-R. Jung, 2017;Kelly et al, 2010). Over the years, independent of the advertising medium, researchers consistently found that higher product involvement leads to higher degrees of advertising effectiveness and lower ad avoidance (Cho, 2003;Rejón-Guardia & Martínez-López, 2014;Speck & Elliott, 1997). Product involvement, perceived relevance and usefulness, all similar concepts, have been found on multiple occasions and in different settings to increase attention towards the ad and decrease ad avoidance intent (Aaker & Bruzzone, 1985;A.-R. Jung, 2017;Lee & Lumpkin, 1992;Pasadeos, 1990).…”