Frade, Oliveira, and Giraldi (2022) cross skip control with ad position and measure visual attention, brand recall, attitude, and intrusiveness.

In a 2 (skippable vs non-skippable) × 2 (pre-roll vs mid-roll) experiment, non-skippable ads and pre-roll ads are superior on visual attention and advertising effectiveness. Viewers also put excessive visual attention on the skip button.

Method

A between-subjects experiment varies whether the in-stream ad can be skipped and whether it runs before or during the video. Outcomes are visual attention plus brand recall, attitude, and intrusiveness.

Main findings

  • Non-skippable holds attention better. Non-skippable ads outperform skippable ads on visual attention and effectiveness.
  • Pre-roll beats mid-roll. Ads placed before the content outperform mid-roll on the same outcomes.
  • The skip button steals the eyes. A disproportionate share of visual attention lands on the skip control itself.

Why this is in the Darwin index

This is the position-and-skip companion to Belanche, Flavián, and Pérez-Rueda (2020) on brand timing. It records where the eyes go when a skip button is on screen.

Source of record: doi:10.1080/02650487.2022.2153529.