Avoiding pre-roll ads: Predictors of online video consumption.

Pre-roll ads are the most prevalent online video advertising format. They are often compulsory and may induce advertising avoidance. The current study introduces two new variables into an existing advertising avoidance model to delineate the avoidance phenomenon in pre-roll ads. The results of a survey with a national sample of 513 individuals showed that prior negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influenced online video advertising avoidance. In addition, social factors influenced ad avoidance, both online and offline. The theoretical and managerial implications of these findings are considered. • Confirming traditional significant predictors of ad avoidance as prior negative experience, perceived goal obstacles and ad clutter. • Demonstrated new predictors of ad length, and presence of others as also significant. • Social factors also influence ad avoidance. [ABSTRACT FROM AUTHOR]