BEYOND THE SKIP BUTTON: EXAMINING UNDERGRADUATE ATTITUDES TOWARD YOUTUBE PREROLL SKIPPABLE ADS AT REDEEMER’S UNIVERSITY

Abstract

This study analysed user’s attitude towards YouTube pre-roll skippable adverts among undergraduate students by examining the attitude of undergraduates in Redeemer’s University towards YouTube pre-roll skippable adverts and determining the factors that influence the attitude of undergraduates in Redeemer’s University towards YouTube pre-roll skippable advert. The study is grounded on the Uses and gratification theory. Employing a survey method, the study utilized questionnaires to collect data from 237 undergraduate students in Redeemer’s University. The survey showed responses from 74.2% of participants indicating negative feelings about skippable advertisements because they got irritated by them. The survey further showed that entertainment and personalization had positive effects on attitudes, yet such factors were insufficient to stop people from skipping the adverts. Findings from this study align with prior research confirming that irritation remains a key factor that makes audiences avoid commercials, yet entertainment features coupled with personalization produce better interaction when done right. The study recommends that advertisers should enhance the entertainment and personalization aspects of adverts and reduce advert intrusion levels to reach maximum success.