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

Arantes, Mariana; Figueiredo, Flávio; Almeida, Jussara M.; Prates, Raquel O.

doi:10.1145/3243082.3243107

Cited by 11 publications

(10 citation statements)

References 17 publications

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“…interesting, repeated, long, etc.) on how does the user experience, when exposed to video ads, affect the user actions was performed ( Arantes et al., 2018 ). In another study, it was suggested that enforcing user interaction with the ad can improve user's attitude towards mobile advertising ( Visuri et al., 2017 ).…”

Section: Discussionmentioning

confidence: 99%

Investigating users’ experience on social media ads: perceptions of young users

Qudah

Al-Shboul

Al-Zoubi

et al. 2020

Heliyon

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Social media platforms changed from being socialization platforms to serve businesses through advertisements. This research aims at investigating active young users' experience with social media ads by studying the personalization and the usefulness of the ads, and the role of the host architecture of the used platform. The results prove that users' experience was affected by the designated variables: personalization, perceived usefulness, and the host architecture. Specifically, It was found that social media users find social media ads useful, and personalized, and that the perceived usefulness and personalization significantly affect the usage of host architecture which significantly affects users’ experience. Additionally, a significant difference is found between clusters of student answers in terms of personalization and perceived usefulness effect on user experience.

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Section: Discussionmentioning

confidence: 99%

Investigating users’ experience on social media ads: perceptions of young users

Qudah

Al-Shboul

Al-Zoubi

et al. 2020

Heliyon

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“…On the other hand, users leave no stone unturned in skipping YouTube ads, even when personalized (Belanche et al, 2020). Expectedly, scholars have been calling for a richer understanding of users' experiences with skippable and non-skippable video ad formats to deepen the literature (Arantes et al, 2018;Chakraborty et al, 2021). Hence, a qualitative, in-depth exploration is warranted to better understand users' lived experiences with YouTube ads, both skippable and non-skippable.…”

Section: Motivation For the Current Studymentioning

confidence: 99%

I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads

Banerjee

Pal²

2022

INTR

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PurposeThis paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube.Design/methodology/approachIn-depth interviews were conducted with 22 participants.FindingsThe participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to nonskippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why and when they would skip/not skip skippable ads.Originality/valueThe findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy–personalization paradox and visual attention.

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“…Entretanto, quando o participante focava os olhos sobre elementos relacionados as marcas, a maioria das avaliações foi negativa. Trabalhos deste tipo podem ajudar a responder tais perguntas: Como a UX, quando exposta a anúncios em vídeo, afeta as ações do usuário (decisão de pular ou assistir a um anúncio)?, conforme aborda [21].…”

Section: Trabalhos Correlatosunclassified

Metodologia Baseada em Agrupamento de Rastreamento de Mouse e Olhar para Melhoria da Experiência do Usuário

Aviz¹,

Souza²,

Seruffo³

et al. 2020

Anais Do 14. Congresso Brasileiro De Inteligência Computacional

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Com a expansão de sistemas em plataforma web, tornou-se crítico o desenvolvimento de novas ferramentas e metodologias de avaliação da experiência do usuário (UX) para tornar tais sistemas mais intuitivos. Técnicas como rastreamento de mouse e rastreamento de olhos geram dados de interação que podem ser usados para melhorar o layout e a usabilidade destes sistemas. Além disso, recentemente aárea de desenvolvimento de sistemas passou a adotar Interfaces de Usuários Adaptativas (IUA), visando aprimorar em tempo real a UX. Nesse contexto, este artigo propõe uma metodologia para capturar e analisar os dados de comportamento de um grupo de usuários e sugerir a adaptação de um sistema web. Nesta análise foi utilizado o método de clusterização k-means. Os resultados sugerem que a metodologia pode auxiliar em mudanças automatizadas para melhoria da UX. Keywords-avaliação de experiência do usuário; rastreamento do mouse; rastreamento do olhar; interface de usuários adaptativas; agrupamento.

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

Cited by 11 publications

References 17 publications

Investigating users’ experience on social media ads: perceptions of young users

Investigating users’ experience on social media ads: perceptions of young users

I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads

Metodologia Baseada em Agrupamento de Rastreamento de Mouse e Olhar para Melhoria da Experiência do Usuário

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