A Comparative Analysis of Skippable Ads, Non-Skippable Ads, and Brand Placements: Evaluating YouTube Advertising Strategies

The shift in media consumption from traditional media to digital platforms has positioned YouTube as an important source of entertainment and information. This study evaluates the effectiveness of YouTube’s most popular advertising formats— skippable ads, non-skippable ads, and brand placements—within “infotainment” videos. Findings suggest that skippable ads and brand placements are perceived as less intrusive, primarily due to their non-invasive nature. Although non-skippable ads are more effective in enhancing brand recall, combining skippable ads with brand placements yields comparable results. Furthermore, brand placements alone may foster more positive brand attitudes compared to other ad types.