Exploring the role of skippable and personalized ads in shaping click-through intention and reducing ad irritation on YouTube

Purpose Grounded in the stimulus-organism-response (S–O–R) framework, this study constructs a theoretical model examining the interplay between ad irritation, ad value and click-through intention in the context of YouTube advertisements. Additionally, the moderating roles of skippability and personalization are explored to assess their influence on consumer responses. Design/methodology/approach This research adopts a quantitative approach, analyzing survey responses from 323 YouTube users in the UK participants were exposed to controlled scenarios featuring variations in ad skippability (skippable vs. nonskippable) and personalization (personalized vs. nonpersonalized). The study examines the mechanisms through which these factors shape consumer click-through intentions. Findings The results indicate that: (1) ad irritation significantly reduces ad value, which mediates its impact on click-through intention; (2) personalization exacerbates the negative effects of irritation on ad value; (3) skippability does not significantly alter these relationships. Research limitations/implications Despite its contributions, this study has several limitations. The sample was restricted to UK YouTube users, potentially limiting generalizability across different cultural and regional contexts. Additionally, the study relied on self-reported survey data, which may be subject to response bias. Future research could explore longitudinal designs to assess long-term ad exposure effects. Expanding the study to diverse platforms and incorporating behavioral tracking methods could provide deeper insights. Further investigation into individual differences, such as digital literacy and ad fatigue, may also enhance understanding of the complex interplay between ad irritation, personalization and consumer engagement. Practical implications This study provides actionable insights for advertisers and digital marketers aiming to optimize YouTube ad effectiveness. The findings emphasize the importance of balancing personalization with user autonomy to mitigate irritation and enhance ad value. Advertisers should adopt ethical and transparent personalization strategies to prevent negative consumer perceptions while ensuring relevance. Additionally, simply offering skippable ads may not be sufficient to counteract irritation, highlighting the need for well-designed, engaging content. These insights can help marketers refine their targeting strategies, improve audience segmentation and develop more user-centric advertising approaches to maximize click-through rates and consumer engagement. Social implications This study highlights the ethical considerations surrounding digital advertising, particularly the personalization–privacy paradox. While personalized ads can improve consumer engagement, excessive targeting may raise privacy concerns and erode trust. The findings suggest that advertisers should adopt transparency in data collection and usage to maintain consumer confidence. Additionally, user autonomy should be prioritized by offering meaningful choices, such as skippable ads and customizable ad preferences. By implementing responsible advertising practices, businesses can foster a more consumer-friendly digital ecosystem, reducing ad fatigue and resistance while ensuring a positive and respectful user experience in online environments. Originality/value These findings emphasize the need for ethical and transparent personalization strategies in digital advertising. By highlighting the balance between relevance and user autonomy, this study offers both theoretical insights and practical recommendations for advertisers aiming to enhance consumer engagement in a privacy-conscious era. The findings highlight manageable levers in digital video advertising – perceived control (skippability salience) and perceived fit (personalization) – which can reduce irritation, enhance perceived ad value, and, in turn, indirectly strengthen click-through intention.