YOUTUBE ADVERTISING AVOIDANCE AND VIEWER TOLERANCE A Study of Ad Skipping, Duration and Placement Preferences among Consumers in Ahmedabad

The respondents were willing to give YouTube advertising some attention, but not much time. Almost half found the advertisements unacceptable, nearly half said they never completed a skippable advertisement, and most wanted a message of ten seconds or less. Pre-roll was the least preferred placement. Bumper advertisements were selected most often, while entertaining and educational messages gave viewers more reason to continue than information alone. For advertisers, the lesson is practical rather than complicated: get to the point quickly, place the break sensibly and give the viewer something worth watching.

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