Effect of preroll ad choice on brand attitude and attitude toward the viewing experience

Purpose This study aims to investigate whether giving consumers choice over which ads they watch before accessing online content can enhance their attitude toward the advertised brand and the overall viewing experience. Design/methodology/approach All participants were shown a pre-roll ad before watching a focal piece of content, but some participants were randomized to receive an illusory (Study 1) or actual choice (Study 2–3) over which ad they would watch. Findings Pre-roll ad choice enhanced brand attitude and attitude toward the overall viewing experience (Study 1–3), but only when consumers could choose between ads from competing brands (Study 2). These advantageous effects arose through the mediating influence of empowerment (Study 1–2), but only among those with a negative attitude toward online advertising (brand attitude and attitude towards the viewing experience; Study 3) or who had limited interest in purchasing from the product category being advertised (brand attitude; Study 3). Research limitations/implications Potential rebound effects, where consumers become more critical of any disliked ads that they selected for viewing, were not examined. Practical implications Pre-roll ad choice allows consumers to tailor their online viewing experience, benefitting not only the brands that leverage it (through enhanced brand attitude) but also the online platforms that implement it (through enhanced attitude toward the viewing experience). Originality/value Pre-roll ad choice acts as a salve to the disruption of goal pursuit that such ads normally engender by generating feelings of empowerment. By extension, consumers for whom pre-roll ads do not disrupt goal pursuit do not respond to ad choice.