Is a “6-second” advertisement reasonable? Acceptable mobile advertisement length for consumers

Woojae Kim, Jungwoo Shin, Youngsang Cho

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


The increasing number of mobile video advertisements has led consumers declining to watch them, making it essential that companies work to reverse this trend. A short-length advertisement platform has been launched to address this problem, but reducing the advertisement length would reduce the effectiveness of the advertising. As such, this study quantitatively analyzes the acceptable length of an advertisement, the attributes affecting consumer acceptance, and the extent to which they affect consumer acceptance. We use a mixed logit model with data collected from a choice experiment, and analyze consumers’ willingness to receive monetary rewards to watch mobile advertisements using the concept of willingness to accept (WTA). The results show that consumers’ marginal WTA for watching a single advertisement is KRW 2.389 (USD 0.00212) and WTA for one second of advertisement is KRW 0.484 (USD 0.00043). Therefore, we can derive that the appropriate length of one mobile advertisement, from the consumer's perspective, is 4.94 s. Furthermore, we analyze the effect of advertisement length on consumers’ utility using individual characteristics. Based on the results, advertising companies can provide customized advertisement lengths to meet consumer characteristics, reducing consumer avoidance behavior and improving the efficiency of advertisements.

Original languageEnglish
Article number101875
JournalTelematics and Informatics
Publication statusPublished - 2022 Nov

Bibliographical note

Publisher Copyright:
© 2022 Elsevier Ltd

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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