Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

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dc.contributor.authorBauerova, Radka
dc.contributor.authorKoprivova, Veronika
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2025-12-08T11:24:16Z
dc.date.available2025-12-08T11:24:16Z
dc.description.abstractIn today’s world, people are using digital platforms more than ever to communicate with friends, network, shop, learn and more. The average time spent on these platforms is increasing. Companies are naturally reflecting this fact in order to reach as many people as possible through these platforms and their advertising messages. However, users are constantly bombarded with advertising messages that fragment their attention. It is, therefore, important to study the effects of different types of video advertising, with or without skipping, on consumers’ purchasing decisions and to create ads that perform better but do not distract the audience. Therefore, the aim of this paper is to investigate the effect of skipping ads in terms of brand memorability and brand salience on subsequent conversion performance in an e-commerce store. The results of the study show that consumers achieve lower brand recall and conversion rates when shown a non-skippable ad than a skippable ad. On the other hand, while skippable ads are associated with higher levels of actual brand recall, from a more holistic perspective, the non-skippable ad type is better suited to increase brand salience, which appears to be more important for subsequent future purchase execution at the retailer.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2025-5-009
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178363
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectBrand salienceen
dc.subjectbrand recallen
dc.subjectskippable aden
dc.subjectnon-skippable aden
dc.subjectexperimenten
dc.subject.classificationM37
dc.subject.classificationM31
dc.titleMake ads skippable or not: The impact of ad type on brand recall, salience and conversion rateen
dc.typeArticleen
local.accessopen
local.citation.epage197
local.citation.spage180
local.facultyFaculty of Economics
local.filenameEM_4_2025_12
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume28
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