Vol. 12 No. 4 (2024): Business & Management Studies: An International Journal
Articles

Under the lens of ads: Digital surveillance and pre-roll advertising avoidance dynamics

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  • Munise Hayrun Sağlam,
  • İbrahim Kırcova
Munise Hayrun Sağlam
Res. Asst., Yıldız Technical University, Istanbul, Turkey
İbrahim Kırcova
Prof. Dr., Yıldız Technical University, Istanbul, Turkey

Published 2024-12-25

Keywords

  • Programmatic Advertising, Marketing Surveillance, Ad Avoidance, Perceived Autonomy, Pre-roll Video Ads, Skippable Ads, Perceived Relevance
  • Programatik Reklamcılık, Pazarlama Gözetimi, Reklam Kaçınma, Algılanan Otonomi, Pre-roll Video Reklamlar, Atlanabilir Reklamlar, Algılanan Alaka Düzeyi

How to Cite

Under the lens of ads: Digital surveillance and pre-roll advertising avoidance dynamics. (2024). Business & Management Studies: An International Journal, 12(4), 1083-1105. https://doi.org/10.15295/bmij.v12i4.2491

Copyright (c) 2024 Munise Hayrun Sağlam- İbrahim Kırcova

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Under the lens of ads: Digital surveillance and pre-roll advertising avoidance dynamics. (2024). Business & Management Studies: An International Journal, 12(4), 1083-1105. https://doi.org/10.15295/bmij.v12i4.2491

Abstract

Programmatic advertising operates within a surveillance framework that monitors consumer behaviour and generates personalised content to deliver more targeted advertisements to audiences. While this framework analyses large-scale data from users and has the potential to enhance the relevance of advertisements, it can also negatively impact the user experience. This study examines the factors influencing avoidance behaviours towards pre-roll video advertisements by analysing the relationships between perceived marketing surveillance, ad clutter, skippable ad irritation, and perceived autonomy. For this purpose, data collected from 547 participants were analysed using structural equation modelling (SEM). The study's findings show that increasing the relevance of advertisements mitigates surveillance-induced negative attitudes and reduces viewers' tendency to avoid skippable ads. The results underscore the importance of granting viewers greater autonomy to improve the user experience and minimise ad avoidance. Furthermore, the study highlights the necessity of developing more balanced and ethical advertising strategies that enhance consumers' sense of control and alleviate the intrusive effects of programmatic advertising's surveillance nature.

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