Abstract:

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.

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