EVALUATING EFFECTIVENESS OF YOUTUBE SKIPPABLE AND UNSKIPPABLE PRE-ROLL ADS ON CONSUMER PURCHASE INTENTIONS AND VIEWER EXPERIENCE

• Main Author: Devan Anwar Rabbani, Ravi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83446
• Institution: Institut Teknologi Bandung

This study investigates the effectiveness of skippable and non-skippable YouTube pre-roll ads on consumer purchase intention and viewer experience in Indonesia, addressing the proliferation of digital advertising and its impact on viewer dissatisfaction. As digital engagement deepens, ads increasingly disrupt the user experience, potentially reducing ad effectiveness. Of all the digital advertising platforms, YouTube is one of the most well-liked and frequently used avenues for marketers to advertise their goods and services. Therefore, this research focuses on YouTube, which compares the difference between skippable and unskippable ads formats on ad effectiveness. Using a quantitative methodology, data were collected from 400 respondents through online surveys and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) and comparing YouTube ads formats using Multigroup Analysis (MGA). The study adopted the conceptual framework from Dehghani (2016), focusing on the various impacts of advertising entertainment, customization, and viewer distraction. This analysis revealed significant differences in how ads were perceived based on skippability, highlighting the important role of entertainment in increasing ad value, especially in skippable ads. The analysis also revealed equally high and similar irritation levels for both types of ads. This underscores the importance of engaging content and reduced ad frequency in digital advertising strategies, which aim to optimize audience engagement and ad effectiveness.