Pre Roll Video as an Ad Format and Youtube Users' Approach to Pre Roll Video Ads

Yıl 2021, Cilt: 14 Sayı: 3, 1311 - 1340, 25.07.2021

Sedat Özel

https://doi.org/10.18094/josc.861924

Öz

Internet advertisements have become an important promotion / marketing tool in a short time with its very different application forms when other ad types are considered. However, although it appears to be part of the routine for web users, it is described as a new and problematic area. Although this medium of advertisement seems more effective due to its characteristics than conventional mass communication, it often coincides with traditional advertising methods in terms of the problems it deals with due to the nature of advertisements in general and this coincidence affects the way they are perceived on the consumer side. This study discusses “pre-roll” promotional videos (which appear before any video content), which are very common as a type of online advertising applied especially by video-sharing sites, with reference to the problems often expressed about Internet ads, and how these videos are perceived by the consumer. To this purpose, a survey was conducted with users of YouTube, a video-sharing platform, and user thoughts about Internet ads were analyzed together with users' reasons for avoiding them. According to the findings of the study, the vast majority of participants noted that these advertisements appear on the site too often, which causes waste of time, and they prefer to skip the ads rather than watch them.

Anahtar Kelimeler

Advertising, Internet Ads, Preroll Ads, Youtube, Video Advertising

Bir Reklam Biçimi Olarak Preroll Video ve Youtube Kullanıcılarının Preroll Video Reklamlara Yaklaşımı

Öz

İnternet reklamları, diğer reklam türleri düşünüldüğünde kendisine özgü çok farklı uygulama biçimleri ile kısa sürede önemli bir tanıtım/pazarlama aracı haline gelmiştir. Bununla birlikte web kullanıcıları için rutinin bir parçası gibi görünse de yeni ve birçok sorunun olduğu bir alan olarak tanımlanmaktadır. Geleneksel kitle iletişimine göre daha etkili görünmesine karşın reklamın doğasına bağlanan tüketici tutumu düşünüldüğünde bu sorunlar geleneksel reklam metotları ile çoğu zaman örtüşmektedir. Bu araştırmada öncelikle İnternet reklamlarında dile getirilen sorunlar üzerine yapılan tartışmalar incelenmiş ve bu tartışmalardan hareketle bir reklam uygulaması olarak özellikle video sitelerinde çok karşımıza çıkan “preroll” (video öncesi gösterilen reklam) videolar ve bu videoların tüketici tarafından nasıl algılandığı araştırılmıştır. Bu amaçla, Youtube Video paylaşım sitesi kullanıcılarına yönelik bir anket çalışması gerçekleştirilmiş, kullanıcıların bu reklamlar hakkındaki düşünceleri ve kaçınma nedenleri analiz edilmiştir. Çalışma bulgularına göre, katılımcıların büyük çoğunluğu, bu tür reklamların sitede çok sık olarak yer aldığını, bunun zaman kaybı olduğunu ve reklamları izlemek yerine kaçınmayı tercih ettiklerini belirtmişlerdir.

Anahtar Kelimeler

Reklam, İnternet Reklamları, Preroll Reklamlar, Youtube, Video Reklamlar

Kaynakça

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