Secrets to why consumers skip ads: The moderating role of personality traits

In an era where online video advertising is paramount for engaging audience attention, YouTube emerges as a leading platform, drawing a vast spectrum of viewers. Despite its reach, the efficacy of video ads is often compromised by viewer tendencies to skip or avoid content perceived as irrelevant, intrusive, or irritating. This investigation delves into the nuanced personalities of individuals predisposed to dismissing YouTube video advertisements. Our comprehensive analysis uncovers a significant correlation between the perception of ad irrelevance and intrusiveness and the inclination to skip ads. Furthermore, we reveal that conscientiousness and neuroticism intensify the adverse effects of perceived irrelevance and intrusiveness on ad avoidance behaviors. In contrast, traits such as extraversion, agreeableness, and openness to experience mitigate these negative perceptions, suggesting a complex interplay between personality and ad reception. This study not only elucidates the dynamics of viewer engagement with online video ads but also offers valuable insights for advertisers aiming to tailor content more effectively to diverse audience segments.