Krista Camilleri, Marketing Executive at Harvest Technology plc, graduated with a Master of Science in Strategic Management & Digital Marketing from the Faculty of Economics, Management, and Accountancy, University of Malta.
In the realm of digital advertising, YouTube has emerged as a powerhouse platform, offering vast opportunities for marketers to reach their target audiences. However, with an abundance of content available, ad-skipping has grown to be a serious problem that jeopardises the success of marketing campaigns. My research explores the factors influencing ad-skipping behaviour on YouTube, shedding light on actionable insights for marketers and advertisers.
Understanding Ad-Skipping Behaviour
Ad-skipping on YouTube is not merely a nuisance for advertisers but a significant obstacle to effectively engage with the target audience. As viewership trends shift towards online video content, marketers must navigate the intricate landscape of cognitive and affective factors that influence ad-skipping behaviour. Through my investigation, I explore the influence of cognitive factors including informativeness, brand presence and brand timing, as well as affective factors such as positive emotionality, creativity, and humour on ad-skipping behaviour. Through an analysis of the interactions between these variables, my research seeks to provide marketers with the understanding necessary to develop effective advertising campaigns.
Cognitive and Affective Factors at Play
My findings reveal that ad-skipping behaviour is shaped by a complex interplay of cognitive and affective factors. While cognitive factors such as informativeness and brand presence play a role, the impact of affective factors like humour and creativity cannot be overstated. By leveraging carefully chosen humour and creativity, marketers can effectively lower ad-skipping rates and capture audience attention.
The Role of Demographics and Situational Factors
Age, gender, and situational factors also emerge as key determinants of ad-skipping behaviour. Younger demographics exhibit a greater propensity to skipping ads, indicating shorter attention spans. Additionally, factors such as ad duration and attention span play pivotal roles in determining viewer engagement. Marketers must tailor their advertising content to resonate with diverse demographic segments and adapt to changing viewing habits.
Implications for Marketers
Considering these insights, marketers are urged to adopt subtle tactics to prevent ad-skipping effectively. Key takeaways include striking a balance between brand timing, informativeness, and brand presence, while leveraging affective factors such as humour and creativity to captivate the audience. Shorter ad durations that align with viewers’ attention spans, integrated with music and visual elements, hold the key to navigating ad-skipping behaviour on platforms like YouTube.
In the ever-evolving landscape of digital advertising, understanding, and addressing ad-skipping behaviour is vital for marketers seeking to maximise the impact of their campaigns. By unravelling the intricate dynamics of cognitive and affective factors, my research provides key insights to empower marketers in creating effective advertising strategies that resonate with their target audience. Ultimately, by embracing creativity, humour, and a nuanced understanding of viewer preferences, marketers can overcome the challenge of ad-skipping and create engaging experiences that leave a lasting impression.
This article is a summary of the student’s dissertation submitted in partial fulfilment of a Master of Science degree in Strategic Management & Digital Marketing. The article is not officially endorsed by the University of Malta. The opinions expressed therein are solely those of the respective alumni and may not reflect those of the University of Malta.