Online Video Advertisement Avoidance: Can Interactivity Help?

Abstract

The objective of this research is to explain the factors contributing toward consumers online video advertisement (OVA) avoidance behavior. Empirical data from 207 online consumers in France supports the hypotheses concerning the effect of relevance of contents, perceived authenticity and interactivity of OVAs. The findings suggest that consumers avoid OVAs by using ad blocker software due to irrelevant advertisement contents, lack of perceived authenticity of advertisement contents and most importantly due to the lack of interactivity. We conclude the study by offering some suggestions for reducing consumers avoidance of OVAs by increasing interactivity.