• editor.aipublications@gmail.com
  • Track Your Paper
  • Contact Us
  • ISSN: 2456-7817

International Journal Of Engineering, Business And Management(IJEBM)

UX with regard to interruptive advertising on YouTube: State of the art

Zineb Lahmidi , Achraf Dadouh


International Journal of Engineering, Business And Management(IJEBM), Vol-7,Issue-3, May - June 2023, Pages 31-40 , 10.22161/ijebm.7.3.6

Download | Downloads : 3 | Total View : 357

Article Info: Received: 28 Apr 2023; Received in revised form: 25 May 2023; Accepted: 02 Jun 2023; Available online: 09 Jun 2023

Share

Often attached to usability, design, utility, accessibility, ergonomics, system performance, marketing, human-machine interaction, etc., UX is a multidisciplinary concept in continuous evolution. Among the online platforms marking this evolution, we shed light on one of the most manipulated video content sharing websites in Morocco: YouTube having a growing popularity and proposing a diversified digital advertising offer. From this point of view, the current research is theoretical in nature. It attempts to address the concept of user experience from a marketing perspective in general and in light of the evolution of YouTube advertising in particular. The aim is to focus more on the influencing factors attached to interruptive advertising on YouTube.

Advertising, marketing, Skip Ad, user experience (UX), YouTube.

[1] Arantes, M., Figueiredo, F. & Almeida, J. M. (2018). Towards Understanding the Consumption of Video-ads on YouTube. The Journal of Web Science, 2018, 4: 1–19
[2] Baker, W.E., Honea, H. & Russell, C.A. (2004). Do not wait to reveal the brand name: the effect of brand name placement on television advertising effectiveness. Journal of Advertising, 33(3): 77-85.
[3] Banerjee, S. & Pal, A. (2021). Skipping Skippable Ads on YouTube: How, When, Why and Why Not?, 15th International Conference on Ubiquitous Information Management and Communication (IMCOM), Séoul, Corée du Sud, 4-6 Jan 2021, pp. 1-5, doi: 10.1109/IMCOM51814.2021.9377378.
[4] Barnum, C. M., & Palmer, L. A. (2010). More than a feeling: understanding the desirability factor in user experience. In CHI'10 Extended Abstracts on Human Factors in Computing Systems (pp. 4703-4716).
[5] Becker, G. S., & Murphy, K. M. (1993). A simple theory of advertising as a good or bad. The Quarterly Journal of Economics, 108(4), 941–964. https://doi.org/10.2307/2118455
[6] Belanche, D., Flavián, C. & Pérez-Rueda, A. (2017), User adaptation to interactive advertising formats: the effect of previous exposure, habit and time urgency on ad skipping behaviors, Telematics and Informatics, 34(7): 961-972.
[7] Belanche, D., Flavián, C. & Pérez-Rueda, A. (2020). Brand recall of skippable vs non-skippable ads inYouTube: Readapting information and arousal to active audiences. Online Information Review, 44(3): 545-562
[8] Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37(1), 75–88. https://doi.org/10.1016/j.intmar.2016.06.004
[9] Bell, R., & Buchner, A. (2018). Positive effects of disruptive advertising on consumer preferences. Journal of Interactive Marketing, 41(1), 1-13.
[10] Belling, M., O’Neil, F., & Ryan, D. (2017).Desirability and Usability: Testing Visceral and Pupillary Data in UX Methodology.
[11] Boucher, A. (2015). Ergonomie web: pour des sites web efficaces. Editions Eyrolles. Advertising on the Internet?” Journal of Advertising, 33, 4, 89–97.
[12] Brechman, J., Bellman, S., Robinson, J.A., Rask, A. & Varan, D. (2016). Limited interruption advertising in digital video content. J. Advert. Res., 56 (3): 289–298.
[13] Breeze, T. (2015). 11 YouTube In-Stream Ad Tips (#2 Increased Conversions by 85.68%). Digital Marketer. Repéré le 2 février 2023 à https://www.digitalmarketer.com/blog/youtube-in-stream-ad-tips/
[14] Burgess, J & Green, J. (2018). YouTube, Online Video and Participatory Culture. Cambridge, Polity Press
[15] Chandrasekaran, D., Srinivasan, R., & Sihi, D. (2018). Effects of offline ad content on online brand search: Insights from super bowl advertising. Journal of the Academy of Marketing Science, 46(3), 403–430. https://doi.org/10.1007/s11747-017-0551-8
[16] Chen, Q. (1999). Attitude toward the site. Journal of advertising research, 39(5), 27e37.
[17] Cho, Chang-Hoan and Hongsik John Cheon (2004), “Why Do People Avoid
[18] Clancey, M. (1994). Winne-rof-arfs-1994 Lysaker, Richard, L. Prize for outstanding research on media-the television audience examined. Journal of Advertising Research, 34(4), U38eU49.
[19] Corstjens, M., & Umblijs, A. (2012). The power of evil. Journal of Advertising Research, 52.4, 433e449.
[20] Dehghani, M. A., Niaki, M. K., Ramezani, I. & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior 59:165-172
[21] Desmet, P., & Hekkert, P. (2007). Framework of product experience. International journal of design, 1(1).
[22] Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1e18.
[23] 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), 83e95.
[24] Eighmey, J., & McCord, L. (1998). Adding value in the information age: uses and gratifications of sites on theWorld WideWeb. Journal of business research, 41(3), 187e194.
[25] Elpers, J. L. W., Wedel, M., & Pieters, R. G. (2003). Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value. Journal of Marketing Research, 40(4), 437–453. https://doi.org/10.1509/jmkr.40.4.437.19393
[26] Fazio, R.H., Herr, P.M. & Powell, M.C. (1992). On the development and strength of category–brand associations in memory: the case of mystery ads. Journal of Consumer Psychology, 1(1): 1-13.
[27] Février, F. (2011). Vers un modèle intégrateur" expérience-acceptation": rôle des affects et de caractéristiques personnelles et contextuelles dans la détermination des intentions d'usage d'un environnement numérique de travail (Doctoral dissertation, Université Rennes 2; Université Européenne de Bretagne).
[28] Firat, D. (2019). YouTube advertising value and its effects on purchase intention. Journal of Global Business Insights, 4(2), 141-155. DOI : https://www.doi.org/10.5038/2640-6489.4.2.1097
[29] Frühbrodt, L. & Floren, A. (2019). Unboxing YouTube Im Netzwerk der Profis und Profiteure. OBS-Arbeitsheft (98).
[30] Fuchs, C. (2014). Digital prosumption labour on social media in the context of the capitalist regime of time. Time Soc. 23 (1), 97–123.
[31] Gentner, A. (2014). Definition and representation of user experience intentions in the early phase of the industrial design process: A focus on the kansei process. Arts&Métiers ParisTech.
[32] Goodrich, K., Schiller, S. Z., & 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(1), 37–50. https://doi.org/10.2501/JAR-55-1-037-050
[33] Gube, J. (2010). What is user experience design? Overview, tools and resources. Smashing magazine. https://www.smashingmagazine.com/2010/10/what-is-user-experiencedesign-
[34] Ha, L. (2003). Crossing Offline and Online Media: A Comparison of Online Advertising on TV Web Sites and Online Portals. Journal of Interactive Advertising, 3(2) : 24–35.
[35] Hartson, R., & Pyla, P. S. (2012). The UX Book: Process and guidelines for ensuring a quality user experience. Elsevier.
[36] Hounnou, K. A.(2018), présenté au CeFTI, E. Faculté Des Sciences Université De Sherbrooke.
[37] Hul, M., Dube, L. & Chebat, J. (1997). The Impact of Music on Consumers' Reactions to Waiting for Services. Journal of Retailing, 73(1) : 87–104.
[38] Hwang, Y., & Jeong, S. H. (2019). Editorial content in native advertising: How do brand placement and content quality affect native-advertising effectiveness? Journal of Advertising Research, 59(2), 208–218. https://doi.org/10.2501/JAR-2018-019
[39] Isaac, M. S., & Grayson, K. (2017). Beyond skepticism: Can accessing persuasion knowledge bolster credibility? Journal of Consumer Research, 43(6), 895–912. https://doi.org/10.1093/jcr/ucw063
[40] ISO 9241-11, Ergonomic requirements for office work with visual display terminals (VDTs) - Part 11: Guidance on usability. ISO standard document.
[41] Jeon, Y., Son, H., Chung, A. & Drumwright, M. (2019). Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-ad Button on Irritation and Skipping Behavior. Journal of Interactive Marketing, 47: 144-158.
[42] Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303–309. https://doi.org/10.1016/j.chb.2017.01.008
[43] Karadeniz, M. & Kocamaz, İ. (2019). The Effect Of Facebook, YouTube And Instagram Advertisements On Consumers' Buying Behaviours, TUJOM, (2019), 4(3): 298-311. DOI: http://dx.doi.org/10.30685/tujom.v4i3.69
[44] Kelly, L., Kerr, G. & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. J. Interact. Advert, 10: 16–27.
[45] Kotler, P., & Armstrong, G. (2013). Principles of marketing (15th Global Edition). Pearson.
[46] Krug, S. (2014). Don’t make me think, Revisited. A Common Sense Approach to Web and Mobile Usability.
[47] Krugman, H. E. (1983). Television Program Interest and Commercial Interruption. Journal of Advertising Research, 23 (1): 21–23.
[48] Lallemand, C., Koenig, V., & Gronier, G. (2013). Replicating an international survey on user experience: challenges, successes and limitations. In ACM SIGCHI 2013 Conference on Human Factors in Computing Systems. ACM.
[49] Le, T. D. & Nguyen, B. (2014). Attitudes toward mobile advertising: a study of mobile web display and mobile app display advertising. Asian Academy of Management Journal, 19 (2): 87–103.
[50] Lee, W. N., & Choi, S. M. (2005). The role of horizontal and vertical individualism and collectivism in online consumers' responses toward persuasive communication on the Web. Journal of Computer-Mediated Communication, 11(1), 317e336.
[51] Li, B., & Yin, S. (2021). How perceived control affects advertising avoidance intention in a skippable advertising context: a moderated mediation model. Chinese Journal of Communication, 14(2), 157-175.
[52] Li, H. & Lo, H. Y. (2014). Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements. Journal of Advertising, 0(0): 1-11 DOI: 10.1080/00913367.2014.956376
[53] Li, Hao and Hui-Yi Lo (2015), “Do You Recognize its Brand? The Effectiveness of Online In-stream Video Advertisements,” Journal of Advertising, 44, 3, 208–18
[54] Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(9), 947–957. https://doi.org/10.4236/ajibm.2016.69092
[55] Lin, H.C.-S., Lee, N.C.-A. & Lu, Y.-C. (2021). The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan. Information, 12, 373. DOI : https://doi.org/10.3390/info12090373
[56] Loup-Escande, E., & Lécuyer, A. (2014). Towards a user-centred methodological framework for the design and evaluation of applications combining brain-computer interfaces and virtual environments: contributions of ergonomics. RR-8505. INRIA.
[57] MacLachlan, J. & Jalan, P. (1985). The effect of pre-questions on advertising recall, Journal of Advertising, 14(1): 18-24.
[58] Menon, S. & Soman, D. (2002). Managing the power of curiosity for effective web advertising strategies. Journal of Advertising, 31(3): 1-14.
[59] Moorman, M., Neijens, P. C. & Smit, E. G. (2005). The Effects of Program Responses on the Processing of Commercials Placed at Various Position in the Program and the Block,” Journal of Advertising Research, 45 (1): 49–59.
[60] Morville, P. (2004). A brief history of information architecture. Information Architecture: Designing Information Environments for Purpose (pp. S. XII–XVI). New York: Neal-Schuman.
[61] Morville, P. (2005). Ambient findability: What we find changes who we become. O'Reilly Media, Inc.
[62] Nieto García, M., & Sit, J. (2022). STUDENTS’RECALLED DESIRABILITY OF USING GAME-BASED STUDENT RESPONSE SYSTEMS (GSRSS): a USER EXPERIENCE (UX) PERSPECTIVE. Marketing Education Review, 1-13.
[63] Norman, D. (2002). Emotion & design: attractive things work better. interactions, 9(4), 36-42.
[64] Orlova, M. (2016). User experience design (UX design) in a website development: website redesign.
[65] Osuna, E. (1985). The Psychological Cost of Waiting. Journal of Mathematical Psychology, 29(1) : 82–105.
[66] Ouellette, J.A. & Wood, W. (1998). Habit and intention in everyday life: the multiple processes by which past behavior predicts future behavior. Psychol. Bull., 124 (1): 54.
[67] Pasadeos, Y. (1990). Perceived informativeness of and irritation with local advertising. Journalism & Mass Communication Quarterly, 67(1), 35e39.
[68] Phillips, C., & Chaparro, B. (2009, October). Visual appeal vs. usability: Which one influences user perceptions of a website more? Usability News, 11(2). Retrieved from http:// usabilitynews.org/visual-appeal-vs-usability-which-one-influences-user-perceptions-of-awebsite- more/.
[69] Pollay, R., & Mittal, B. (1993). Here is the beef: factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57(3), 99e114.
[70] Pruyn, A. & Smidts, A. (1998). Effects of Waiting on the Satisfaction with the Service: Beyond Objective Time Measures. International Journal of Research in Marketing, 15(4) : 321–34.
[71] Puccinelli, N.M., Wilcox, K. & Grewal, D. (2015). Consumers’ response to commercials: when the energy level in the commercial conflicts with the media context. Journal of Marketing, 79(2); 1-18.
[72] Ramadhani, S., Suroso, A. I. & Ratono, J. (2020). Consumer Attitude, Behavioral Intention, and Watching Behavior of Online Video Advertising on YouTube. Journal of Applied Management 18(3): 493-503
[73] Rao, B., & Minakakis, L. (2003). Evolution of mobile location-based services. Communications of the ACM, 46(12), 61e65.
[74] Redondo, I., & Aznar, G. (2018). To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising. Telematics and Informatics, 35(6), 1607–1616. https://doi.org/10.1016/j.tele.2018.04.008
[75] Ribeiro, B. (2014). Modeling and predicting the growth and death of membership-based websites. In Proceedings of the 23rd international conference on World wide web (WWW '14). Association for Computing Machinery, New York, NY, USA, 653–664. https://doi.org/10.1145/2566486.2567984
[76] Rodgers, S., & Thorson, E. (2000). The interactive advertising model: how users perceive and process online ads. Journal of interactive advertising, 1(1), 41e60.
[77] Sauer, J., Sonderegger, A., & Schmutz, S. (2020). Usability, user experience and accessibility: towards an integrative model. Ergonomics, 63(10), 1207-1220.
[78] Seyedghorban, Z., Tahernejad, H. & Matanda, M.J. (2016). Reinquiry into advertising avoidance on the internet: A conceptual replication and extension. J. Advert., 45: 120–129.