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Skippable Ads : Interactive Advertising on Digital Media Platforms

Digital media platforms commonly use the skippable ad format, which gives a viewer the option to skip part of an advertisement after seeing some limited information and jump directly to the desired content. It also enables these platforms to charge advertisers only when viewers attend to the entire ad. We develop a dynamic model of a viewer receiving incremental information from the advertiser and embed it in a two-sided market setting with an advertising market. Our results show that skippable ads can be less effective overall in converting existing viewers to advertisers. However, skippable ads bring more viewers to the platform and, in turn, induce more advertisers. This suggests that a switch to the skippable format is a profitable strategy for an emerging and growing platform but not necessarily for one in a saturated market.

Ketersediaan

Informasi Detail

Judul Seri

MARKETING SCIENCE; Vol.41 No.3 May-June 2022

No. Panggil

-

Penerbit

: .,

Deskripsi Fisik

p. 528-547

Bahasa

English

ISBN/ISSN

-

Klasifikasi

NONE

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ADVERTISING
TWO-SIDED MARKETS
DIGITAL MEDIA PLATFORMS
SKIPPABLE ADS

Info Detail Spesifik

https://doi.org/10.1287/mksc.2021.1324

Pernyataan Tanggungjawab

Anthony Dukes, Qihong Liu, Jie Shuai

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