• Title, Summary, Keyword: 광고 회피

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A Study of Ad Avoidance Level, Ad Avoidance Type and Its Predictors in Various Mobile Ad Formats (모바일 광고포맷에 따른 광고회피 수준, 회피 유형, 요인에 관한 연구)

  • Byun, Sung-Hyuk;Cho, Chang-Hoan
    • The Journal of the Korea Contents Association
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    • v.19 no.8
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    • pp.345-358
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    • 2019
  • In this study, we wanted to identify the level of ad avoidance, type of ad avoidance and predictors that affect ad avoidance according to mobile ad formats. A survey was conducted on users who had experienced mobile ads and a total of 276 responses were used for the analysis. Studies showed that push ad had the highest level of avoidance. In addition, when looking at the type of ad avoidance, the highest ad avoidance type was immediate ad avoidance in all established ad formats and the lowest ad avoidance type was prior ad avoidance. The results of predicting ad avoidance showed that among 11 independent variables, perceived intrusive variable had a positive (+) effect in all ad formats except push ad and attitude toward mobile ad variable had a negative (-) effect in the push ad. This study is meaningful in that it was a comprehensive comparative analysis by subdividing the advertising formats implemented in mobile. This study is also meaningful in that studying how ad avoidance levels and avoidance types differed accordingly and what were the variables that affect ad avoidance. It also had the practical significance that could help establish an efficient ad execution strategy that reflected the characteristics of mobile devices.

A Comparative Analysis on Ad Avoidance of Korean and Chinese Mobile Advertising Audiences based on Country and Age (한국과 중국 모바일광고 수용자의 광고회피에 관한 국가 및 연령별 비교연구)

  • Xie, Kuang-Yi;Lee, Bo-Hui;Kim, Byung-Dae
    • The Journal of the Korea Contents Association
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    • v.20 no.5
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    • pp.281-290
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    • 2020
  • The purpose of this study was to examine how the consumer's entertainment, information, relevance, reliability, and perceived invasion affect the avoidance of advertising. Besides, the purpose of this study was to examine whether there is a difference according to the country and age in the effect of advertisement characteristics on the evasion. This study investigated the avoidance of mobile advertising among 254 Koreans and Chinese publics in their 20's and 40's, evaluated the results in terms of comparative analysis. Collected data were verified by multiple regression analysis and hierarchical regression analysis. The higher the advertising entertainment and relevance, the lower the avoidance of advertising. The higher the perceived penetration, the higher the avoidance of advertising. Besides, there were differences by country and age in the effects of advertising entertainment, information, relevance, and reliability on ad avoidance. The implications of this study are to find out how to reduce the mobile advertising avoidance of consumers by identifying the predictive factors that cause the avoidance of advertisements by country and age.

A study of effects on advertisement avoidance & advertisement attitude of mobile flow (모바일 플로우가 광고태도 및 광고 회피에 미치는 영향)

  • Kim, Kang;Kim, Mi Ji
    • Proceedings of the Korean Society of Computer Information Conference
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    • pp.177-180
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    • 2013
  • 유비쿼터스시대의 핵심기기로 중요성을 더해 가고 있는 이동전화와 무선인터넷기술의 발전은 현대 비즈니스 환경의 급격한 변화와 함께 광고활동에도 많은 변화와 새로운 기회를 제공하고 있다. 무궁이 변화하는 환경 속에서 소비자 행동을 새롭게 파악할 수 있는 플로우를 중심으로 살펴보았고, 이용자들의 광고 회피로 인해 광고 효율성이 점차 낮아지고 있는 현 시점에서 광고태도에 따른 회피 현상들을 통계프로그램 SPSS와 AMOS를 통해 분석하였다. 이에 따른 결과는 휴대폰 사용자의 플로우가 상태일 때 모바일 광고효과인 광고태도에 긍정적인 영향을 미치는 것으로 나타났고, 광고태도는 광고회피에 영향을 미친다는 연구 결과가 나왔다.

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What are the factors affecting avoidance the effects of the application display advertising? (애플리케이션 디스플레이 광고의 회피효과에 영향을 미치는 요인은 무엇인가?)

  • Joung, Jin-Teck
    • Journal of Digital Convergence
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    • v.10 no.11
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    • pp.253-260
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    • 2012
  • This study were investigated to the factors affecting smart phone applications to avoid display ads. The results of this study are as follows. First, factor analysis, propensity for advertising intrusion was the result of a single factor. Also showed significant effect advertising intrusion ad avoidance tendency. Second, the smartphone motivation for the use of the results of factor analysis, seven factors were, Entertainment, information acquisition, learning/work use, multimedia use, ease of life, time leverage, respectively. Showed low levels of advertising avoidance learning/working synchronous usability and ease high motivation life. Finally a smart phone for involvement that there is no significant difference in advertising intrusion tendency appeared. High involvement group was obtaining information, entertainment, social relationships, and multimedia use, ease of living, time management motivation significantly higher than the low involvement group. The results of this study it is expected that the smartphone application smartphone users to reduce evasion of advertising practitioners to give answers to create display ads advertising.

A Study on the Factors Affecting Pre-Roll Advertising Avoidance by Online Video Content Types (온라인 동영상 콘텐츠 유형별 프리롤 광고회피에 영향을 미치는 요인에 관한 연구)

  • Yun, Yeon-Joo;Lee, Yeong-Ju
    • The Journal of the Korea Contents Association
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    • v.18 no.4
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    • pp.677-687
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    • 2018
  • The purpose of this study is to investigate the causes of pre-roll ads played before watching online video contents, and to investigate the using motives by dividing them into broadcasting contents clips and web original contents. The results show that broadcast contents clips have higher use of entertainment/habitual use and social interaction, and that the use time of web content is higher when entertainment/convenience and selective use motivation are higher. Second, perceived invasion has the greatest effect on ad avoidance in broadcasting contents clip, and positive attitude toward advertisement is a significant factor in web contents. Content factors such as content preference and engagement did not affect the avoidance of pre-roll ad.

The Growth of Mobile Advertising and the Future of the Advertising Industry (모바일광고의 성장과 광고산업의 미래)

  • Lee, Chi-Hyung
    • Journal of Digital Convergence
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    • v.14 no.8
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    • pp.203-209
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    • 2016
  • The advertising media is undergoing a dramatic change mainly due to the increased use of smartphone. This study predicts the future of the advertising industry driven by the mobile advertising using scenario planning. Targeting technologies, restriction on the use of personal information, and overcoming ad avoidance were selected as key uncertain variables expected to impact on the growth of the mobile advertising 5 years later. With the support by expert interviews, the $2{\times}2$ matric combines two cases to generate four scenarios; the one whether mobile ads surpass PC-based online ads, the other whether the combined force of mobile and PC-based ads surpass the traditional media in advertising spendings. Each scenario is articulated according to the future of key variables. The most likely scenario is that mobile will dominate the advertising media market. However, it is important not to ignore different scenarios because key variables evolves in unexpected manner and then they can become reality. The future research will combine its key variables with social and economic ones and segment technical variables in more details.

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement (모바일 광고특성이 모바일광고 지속의도와 회피의도에 미치는 영향)

  • Moon, Jun-Hwan;Lee, Sin-Bok;Lee, Jae-Beom
    • The Journal of the Institute of Internet, Broadcasting and Communication
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    • v.17 no.1
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    • pp.237-252
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    • 2017
  • This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

Internet Fashion Advertising Avoidance: Internet Advertising Attributes (인터넷 패션 광고 회피에 관한 연구: 인터넷광고속성을 중심으로)

  • Cho, Se-Na;Lee, Seung-Hee
    • Journal of the Korean Home Economics Association
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    • v.47 no.9
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    • pp.83-90
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    • 2009
  • The purpose of this study was to investigate advertising avoidance of the Internet fashion advertising. Three hundred and thirty college students living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and Structure Equation Modeling were used. The results were as follows. First, an ‘informativeness’ and ‘entertainment’ of advertisement affected negatively on fashion advertising avoidance. Second, ‘the perceived intrusiveness’ of advertisement did not affect significantly on fashion advertising avoidance. Third, ‘the clutter’ of advertisement did affect positively on advertising avoidance. Based on these results, this study would provide Internet fashion marketers more efficient Internet fashion advertising strategies.

A study on sustainable direction of web-marketing and web-advertising performance (바람직한 웹마케팅의 방향과 웹광고 성과에 관한 연구)

  • Kang, Inwon;Cho, Eunsun
    • International Commerce and Information Review
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    • v.17 no.1
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    • pp.3-28
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    • 2015
  • Web-ads often distract users' online activities. Web-ads even deter users from comprehending the website contents. As these irritated users try to avoid web-ads, advertising agencies make web-ads even more noticeable to grasp users' attention. The factors that attract users should increase web-ad performance. However, this study confirms that those efforts irritate users and decrease web-ad performance. Also, this study shows that irritated users eventually try to avoid re-visiting the websites. This study also confirms that excessive web-ads on Internet news websites bring more confusion to users than on e-commerce websites. This finding supports the importance of more sustainable web activities on the Internet news websites as users expect objective and fair contents. Based on these results, this study proposes the directions of web-ads activities for the common good and self-interests of the stakeholders.

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Case Study for the Communication Elements of Facebook Advertising (페이스북광고의 커뮤니케이션 요소에 관한 연구)

  • Kim, Jong-Min
    • The Journal of the Korea Contents Association
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    • v.18 no.9
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    • pp.231-239
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    • 2018
  • This study will analyze the meaning and the characteristic of advertising system in Facebook, one of the leading social platforms. This study focuses on finding the trend of mobile advertisement and observing Facebook users behavior. During 30seconds, the researcher observed the behaviors of 50 male and female university students which they access and use their own Facebook individually. After the observation, the researcher did an in-depth analysis based on offline discussion with tested participants. As a result, it can be classified in positive causes and negative causes of the advertisement. There are 3 positive causes; native advertisement effect, acquaintance effect, and big data effect and they help people watch the advertisement positively. 1.5-3 times per second high speed scroll behavior (Finger effect) is the main negative cause and it help users escape from the advertisement easily. These positive and negative causes have an interactive synergy which reduces user stress and makes people enjoy ad more than other media. Finally, both of them cause making Facebook a better environment for the advertisement.