Which Ad Do You Want to View First? The Customization of In-Stream Ad Sequence

On online video streaming platforms, consumers are often forced to watch multiple in-stream ads, which increases perceived intrusiveness. To mitigate the negative effects, prior research has examined several forms of ad customization, including attribute-selective, brand-selective, and attribute-constructive approaches. However, none fully meet the needs of consumers, advertisers, and platforms. This research aims to explore the effectiveness of ad sequence customization, which allows consumers to choose the order of upcoming in-stream ads of different advertisers from predefined options. Study 1 demonstrated that this novel approach enhances ad comprehension, ad attitudes, and platform attitudes by increasing a sense of control and reducing intrusiveness. Study 2 replicated these effects and ruled out alternative explanations. Drawing on the mere-choice effect, we imply that giving consumers control over the temporal structure of the viewing experience, rather than control over the advertised content, may be one promising approach that accommodates the interests of all three stakeholder groups. We also discuss practical implications for both advertisers and platforms.