Authors
-
Andrej Miklošík
Comenius University
Author
-
Peter Štarchoň
Comenius University
Author
-
Martina Jantová
Comenius University
Author
-
Martin Kuchta
University of Economics
Author
Keywords:
adblockers, digital marketing, digital natives, digital video, online advertising, online video ads, pre-roll advertising, video advertising
Abstract
The proliferation of video ads has drawn the attention of both researchers and practitioners. Academic research is expected to provide a deeper understanding of factors driving the irritation of users from online video ads and factors possibly reducing their general reluctance towards subscribing to premium video services. This study responds to these calls by analysing the attitudes of Slovak digital natives towards online video advertising. Through quantitative research on a sample of 137 Slovak university students, it examines their knowledge of and preferences regarding various video advertising formats, the use of ad blockers, and the attitudes towards paid services enabling ad-free consumption of video content. The results have revealed that these users prefer skippable ads; however, they would rather be exposed to one longer non-skippable video ad than three shorter skippable ads. Most of them know that the income from ad sales is crucial for maintaining the revenue stream for social media platforms and content publishers. However, at the same time, most of them are using ad blockers and refuse to pay for ad-free content. The results of this study foster a deeper understanding of the attitudes of digital natives towards online video ads and associated matters. Based on the knowledge provided, media and advertisers can tailor their advertising strategies to reflect the preferences and behaviour of this prospective consumer group.
Author Biographies
-
Andrej Miklošík, Comenius University
Andrej Miklošík is an Associate Professor at the Department of Marketing, Faculty of Management, Comenius University in Bratislava. He has brought his extensive experience from IT project management and consulting into academia. He has authored more than 200 publications including numerous monographs and university textbooks focused on IS in business and marketing, digital marketing, IT project management and knowledge management.
-
Peter Štarchoň, Comenius University
Peter Štarchoň is a Professor and the Head of the Department of Marketing, Faculty of Management, Comenius University in Bratislava. He presents new marketing trends in various research projects with emphasis on brands. He is the author or co-author of several monographs and textbooks on marketing, direct marketing, marketing communications and branding and more than seven dozen scientific works, studies and conference contributions. In 2006, he founded the international scientific journal Marketing Science and Inspirations where he still works as Editor-in-Chief.
-
Martina Jantová, Comenius University
Martina Jantová is a graduate of the Faculty of Mathematics, Physics and Informatics of Comenius University in Bratislava in the field of applied mathematics. She is currently a PhD. student at the Department of Marketing, Faculty of Management, Comenius University in Bratislava. In her study and publications, she focuses on the use of quantitative methods and modelling techniques in marketing.
-
Martin Kuchta, University of Economics
Martin Kuchta works at the Department of Business Informatics at the Faculty of Commerce, University of Economics in Bratislava. He has worked on more than 50 publications including two university textbooks, and a number of conference proceedings and papers. He has worked in marketing specialising in digital marketing and advertising. His strong business background is reflected in research outputs which are enriched by practical views.
How to Cite
Miklošík, A., Štarchoň, P., Jantová, M., & Kuchta, M. (2022). The Attitudes of Slovak Digital Native Students towards Online Video Advertising.
Communication Today,
13(1), 92-107.
https://doi.org/10.0000/0qpbdz77
