Martin Kuchta – Communication Today https://communicationtoday.sk Media, marketing, communication Thu, 26 Jun 2025 13:32:32 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Martin Kuchta – Communication Today https://communicationtoday.sk 32 32 The Attitudes of Slovak Digital Native Students towards Online Video Advertising https://communicationtoday.sk/the-attitudes-of-slovak-digital-native-students-towards-online-video-advertising/ Sun, 24 Apr 2022 13:08:47 +0000 https://communicationtoday.sk/?p=3924 ABSTRACT:
The proliferation of video ads has drawn the attention of both researchers and practitioners. Academic research is expected to provide a deeper understanding of factors driving the irritation of users from online video ads and factors possibly reducing their general reluctance towards subscribing to premium video services. This study responds to these calls by analysing the attitudes of Slovak digital natives towards online video advertising. Through quantitative research on a sample of 137 Slovak university students, it examines their knowledge of and preferences regarding various video advertising formats, the use of ad blockers, and the attitudes towards paid services enabling ad-free consumption of video content. The results have revealed that these users prefer skippable ads; however, they would rather be exposed to one longer non-skippable video ad than three shorter skippable ads. Most of them know that the income from ad sales is crucial for maintaining the revenue stream for social media platforms and content publishers. However, at the same time, most of them are using ad blockers and refuse to pay for ad-free content. The results of this study foster a deeper understanding of the attitudes of digital natives towards online video ads and associated matters. Based on the knowledge provided, media and advertisers can tailor their advertising strategies to reflect the preferences and behaviour of this prospective consumer group.

KEY WORDS:
adblockers, digital marketing, digital natives, digital video, online advertising, online video ads, pre-roll advertising, video advertising

07. MIKLOSIK et al. – CT 1-2022Download
]]> Evolution of Digital Video Consumption Patterns https://communicationtoday.sk/evolution-digital-video-consumption-patterns/ Mon, 20 Nov 2017 17:19:08 +0000 https://www.communicationtoday.sk/?p=1871 ABSTRACT:
In today’s markets, companies have greatly shifted their focus towards customers as the entities creating the demand for companies’ products and sources of the revenues. The consumers shape and influence the current market trends with their desires and preferences; this requires reassessing and reshaping the offers and communications from companies. Most successful offer adjustments are built on relevant research and formed by consumer insights, often based on patterns of content consumption. The main aim of this article is to identify digital video marketing trends by combining two essential pillars: the data management possibilities related to the digital environment and the evolution of media consumption habits of consumers. The authors examine secondary data which is precisely selected, collected and shaped according to the research design requirements from available Consumer Barometer Research provided and processed by Google. Identification of the six most significant digital video trends to shape digital marketing in the following years can be considered the core of the authors’ research. The results are centred on innovation progress and consumers’ consumption habits and aim to outline possible approaches to digital video production and delivery to target groups for several future years.

KEY WORDS:
consumer behaviour, data mining, digital marketing, digital video, trend prediction

05_Kuchta_Miklošík_CT-2-2017  Download

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