The influence of cognitive and affective factors on ad-skipping behaviour on YouTube

Abstract

Purpose: The study aims to investigate the influence of cognitive and affective factors on ad-skipping behaviour on YouTube. Advertisers and marketers are increasingly concerned about users skipping ads on this platform, prompting a closer examination of strategies to minimize ad-skipping. Cognitive factors, including informativeness, brand presence, and brand timing, as well as affective factors such as positive emotionality, creativity, and humour, are central to this investigation. Moreover, the study shall also identify other factors that prevent people from not skipping YouTube ads. Research Design: The objectives of this study are addressed through the collection of primary data via an online quasi-experiment. This choice stemmed from the decision to use a Google Forms survey. The survey was successfully completed by 266 participants, specifically Maltese aged sixteen and above and regular internet users. Findings: The results showed that ad-skipping behaviour is shaped by an intricate combination between situational factors like age, gender, emotions, and cognitive and emotional factors. Ad-skipping was impacted by cognitive factors; however, their effects was subtle. Affective factors particularly humour and creativity came to be recognised as critical in lowering ad-skipping, with a focus on carefully chosen humour. Age and gender differences also played a big part, in addition to other things like music and visual effects. Ad duration and attention span were found to be important variables, highlighting the necessity of customised, interesting content that considers viewers' varied tastes and habits in the ever-changing world of digital media. Implications: This Study advise marketers and content creators to use subtle tactics to prevent ad-skipping behaviour. Key takeaways include the significance of striking a balance between the brand timing, informativeness and brand presence and acknowledging the affective factors like positive emotionality creativity and humour. It is crucial to create short ads that corresponds to the attention spans of the viewers integrating music and visual elements to successfully negotiate the ad-skipping behaviour on platforms such as YouTube.