The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea

Abstract

The purpose of this study is to examine the effectiveness on Korean consumers of pre-roll advertising via video on demand (VOD) in Internet Protocol television (IPTV) and mobile TV, and to compare the effects of pre-roll ads on VOD via IPTV and those in the mobile TV context. The results indicate that the intention to continue watching ads, viewers' interest in the ads, and the usefulness of the ads were significant predictors that influenced viewers' intentions to purchase the products being advertised on both pre-roll IPTV VOD and mobile TV. When comparing the effects on viewers of pre-roll ads shown on VOD via IPTV with those served in the mobile TV context, this study found that pre-roll ads shown on IPTV VOD were more credible and useful than ads viewed on mobile devices, and viewers had better recall of ads when they had watched them through IPTV. In addition, mobile viewers tended to find pre-roll ads on mobile devices more intrusive than those on IPTV VOD as a result of the extensive differences in viewing conditions between mobile devices and IPTV. This study suggests that contextual factors, viewing habits and conditions determined by the characteristics of a certain medium could be essential factors affecting advertising effectiveness.