The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea

The purpose of this study is to examine the effectiveness on Korean consumers of pre-roll advertising via video on demand (VOD) in Internet Protocol television (IPTV) and mobile TV, and to compare the effects of pre-roll ads on VOD via IPTV and those in the mobile TV context. The results indicate that the intention to continue watching ads, viewers’ interest in the ads, and the usefulness of the ads were significant predictors that influenced...