Ad Fatigue And Its Operational Consequences In Youtube Advertising Management

1. Dr.D. Ganesan, Assistant Professor Senior Grade II, VIT Business School, VIT University, Vellore, Tamil Nadu, India – 632014 email: ganesan.d@vit.ac.in (Primary Contact, Corresponding Author)

2. S. Pragadeesh, Research Scholar, VIT Business School, VIT University, Vellore, Tamil Nadu, India – 632014 email: pragadeesh.2025@vitstudent.ac.in

ABSTRACT

In the hectic digital environment of today, YouTube has become a top content platform for video streaming. With almost 2 billion users worldwide, YouTube boasts an active following. India is a major participant in this user base as of 2025, 1.4 billion internet users are there, many are daily users. For non-premium users YouTube has caused a common problem of Ad fatigue, on one hand it has managed to revolutionise content streaming. This study seeks to explore the impact of Ad fatigue on consumer engagement, especially in the Indian context where the number of non-premium users is significant. Ad fatigue is the phenomena whereby consumers become overwhelmed, annoyed, and progressively disengaged from the overabundance of advertisements, so losing interest in the content as well as the ads. This paper aims to focus in the Indian setting where fast internet penetration is leading to a saturation of digital space with advertising in YouTube. Users are thus left without options and fed up with intrusive and repetitive ads. From skipping ads to shortening attention span, this study shows how consistent exposure to ads influences user behaviour and how these behaviours finally compromise the efficacy of digital ads. Due to more screen time and high social media usage, Gen-Z cohorts are chosen as samples for the study. This study uses exploratory research design, purposive sampling technique and primary data were collected from 325 samples from Gen Z cohorts by structured questionnaire. Analysed by using suitable statistical tests and identified repetitiveness, irrelevance, frequency, intrusiveness of the ads are causing more fatigue.

Keywords: Ad fatigue, social media marketing, customer engagement, Mental wellbeing, Conversion rate

I. Introduction

The digital advertising landscape has been witnessing an enormous growth in recent years, owing to the sheer existence of social media platforms like YouTube that offer highly targeted and hyper personalized ads. In the digital world, video has become a popular tool to grab people’s attention (Coker et al., 2017). This growth has brought its own set of challenges, with reference to the users who aren't paying for premium access and are constantly bombarded with ads. "Ad fatigue," the emotional and cognitive weariness that comes from over exposure to digital advertising, has become a significant issue, especially on mass social media platforms like YouTube where the ad-supported content model is the norm. Online video advertising has experienced rapid growth in recent years, captivating the attention of advertisers and marketers seeking to leverage its potential for reaching a wide audience (Hühn et al. 2017). Nowadays different websites and especially social media platforms provide free access to content in exchange for users’ attention (Ribeiro, B. 2014)

India, with roughly 1.2 billion internet users, has become a major player in the growth of YouTube's user base. YouTube, among other popular social networking sites, has emerged as a dominant platform for online video advertising (Pashkevich et al. 2012).The platform is largely used in India, particularly by younger audiences, fueled by the country's rapid digital transformation and expanding mobile internet access. A type of cohort, Generation Z, from those who were born 1997 and 2012, is indicating itself as a trend group of tech-savvy users which are highly active on YouTube and other social networks. YouTube offers these uses videos for free, ads-sponsored of course, but as a side effect, they brought the world so much online publicity that we had enough of it, it caused the ad fatigue, and it even developed information anxiety. While “ad fatigue” isn’t new, it has significant implications for platforms like YouTube, where ads are a key revenue stream. The endless ads turn frustration and apathy and maybe even some disdain toward those being advertised, especially for the non-premium subset of users who can’t even escape them. In response, consumers have developed strategies to evade and skip these ads, as they perceive them to be intrusive and irrelevant to their content consumption experience (Jeon et al. 2019). This makes digital advertising less efficient and therefore defeats digital campaign purposes in reducing CTRs and conversion rates. However, these evolving dynamics have transformed the realm of video advertising into a contentious battleground rather than an avenue for seamless interaction between advertisers and consumers (Dharba et al., 2024). The present paper is a new endeavour to explore the factors and outcomes of ad fatigue in non-premium YouTube users (Gen-Z) in Indian context. It will take a deeper look into how ad fatigue affects consumer behaviours and how it links to (or drives) consumer engagement metrics and how we can neutralise its negativity. In addition, the research will investigate the possible relationships of ad fatigue with overall well-being concerns. In context of SDG-3 (Good Health and Well-being)

II. Literature Review

The Rise of Ad Fatigue

An “ad fatigue” is a psychological state in which people get bored and unengaged with your digital ads because they've been over-exposed. There is some existing work on the impact of ad fatigue across advertising platforms such as banner, pop-up and video ads. Studies by Edwards et al. (2002) and Delaney et al. (2019) demonstrate that frequent and uninteresting advertisements can cause the consumers to disconnect and decrease the effectiveness. Based on these studies, when faced with ad overkill on mediums such as YouTube, users can begin to tune out, skip, or even outright avoid content. This problem has started becoming severe due to overdependence on digital advertising in Indian market. Ghosh & Purohit (2020) observed that rapid proliferation of mobile internet has contributed to the excessive clutter of ads on digital channels. As India becomes a digital hotspot for advertising, marketers indeed want to tap huge number of consumers. A surplus of ad exposure however results in a diminishing return as ads degrade in efficacy (e.g., Vaughan et al., 2021). Younger viewers are especially prone to ad fatigue, such as Gen-Z, who consume digital content at an unprecedented rate.

Ad Fatigue and Consumer Engagement

Consumer engagement is a key metric for digital advertisers, who are interested in how well ads grab the attention of their intended audience. Yet ad fatigue is taking a toll on engagement. Studies suggested that consumers are bored to interact with the content and might have negative perception about the brand from being exposed to the ads (Anghel et al., 2016). A study identified that emotional skipping, whereby respondents would not actually skip the ads but would engage in other online and/or offline tasks while the ads would play in the background. In other words, they would skip and avoid the ads not in reality by clicking the ‘skip’ option but emotionally by engaging in other activities (Banerjee & Pal, 2021). This change in consumer behaviour is particularly apparent on platforms, such as YouTube, where ads are perceived as interferences to desired content. The consumer may also avoid an advertisement either partially (e.g. skipping an ad on YouTube after five seconds as allowed by the skip function) or completely (e.g., playing another video on YouTube instead of waiting) (Prendergast et al., 2014). The tendency to skip ads refers to the inherent inclination of viewers to choose the skip ad button as soon as it becomes available after the initial five seconds of the ad (H. Li, Edwards, and Lee 2002)

Research by Edwards et al. (2002) and emphasize the important role of ad frequency and repetition in ad fatigue. Delaney et al. (2019) emphasized that this problem is exacerbated by the one-size-fits-all nature of ads. In India, where multiple languages and cultures coexist, as I said, the key is personalization, to ensure continued engagement. Without it, ads could be irrelevant and leave users both frustrated and disengaged.

The Indian Context: Rapid Internet Penetration and Gen-Z

India’s fast growing and increasing internet access have led to big jump in how much digital content people consume. A report by the internet and mobile association of India (IMAI) says that YouTube is one of top platform for content, and by 2023 India had over 1.2 billion internet users. For advertisers, this amount of audience is both a great chance and a challenge. YouTube needs to satisfy or keep audience happy while they make money through various advertising. YouTube, being a prominent platform for online video content, provides users with the option to skip ads, aligning with their goal of maintaining viewer engagement and satisfaction (Campbell et al. 2017)

Gen Z is playing a major role in shaping the Digital trends in India. According to Ghosh and Purohit (2020), this generation spends a lot of time in social media and the internet, preferring video content over other formats of content. Since they have grown with digital media, they are more selective about what they watch and don’t respond well to too many ads. A study by Vaughan et el. (2021) found that Gen Z gets tired quickly by the ads and often skip or ignore them, they are making it harder for advertisers to get their attention.

The Link Between Ad Fatigue and SDG-3: Good Health and Well-Being

Sustainable Development Goal 3 (SDG 3) which promotes Health and well-being is considered for this study. Continuous exposure to ads in the digital space, especially ones which are intrusive and repetitive in nature can increase anxiety and stress. This is particularly more relevant in younger users already dealing with digital overload (Delaney et al., 2019). The study aims to investigate how ad fatigue might affect the well-being of Indian Gen-Z users, aiming to highlight the psychological effects of excessive screen time and continuous exposure to digital advertisements.

III. Research Methodology

The objective of the study is as follows:

To pinpoint the main elements causing ad tiredness among non-premium YouTube users.
To investigate how ad fatigue influences consumer opinions of brands running on YouTube.
To investigate, using reference to SDG-3 Good health and wellbeing, the long-term impact of ad fatigue on consumer behaviour.

Research Design

This study explores how ad fatigue affects consumer engagement, with a special focus on Gen Z in India. The objective is to understand how repetitive exposure to ads influence the audience’s behaviors and reaction to it. To get the well-rounded view, the research uses both numbers and personal insights, this study is conducted with survey and qualitative observations.

Sampling and Data Collection

A total of 325 Gen Z were part of this study, these participants were selected based on how often they use YouTube also subjects who have non-premium subscriptions accounts. Which means these subjects are regularly exposed to ads. The sample was carefully chosen to include a mix of gender, location and income to reflect dynamic perspective. Purposive sampling technique was used to collect primary data.

Data Analysis

The data from the questionnaire was analyzed using both descriptive and inferential statistical methods. Descriptive statistics were used to compile the data and spot trends. The associations between ad fatigue, customer attitudes, and engagement metrics were investigated using inferential statistics like regression testing and correlation analysis. A detailed questionnaire was prepared to analyze what causes ad fatigue, and how does it affect the individual emotionally, what would be their reaction to the ads which is repetitive, whether it changes their behavior online. The survey was shared through google forms, making it easy and convenient for the subjects to respond to the survey.

IV. Results and Discussion

Factors Contributing to Ad Fatigue

The study identified several key factors that contribute to ad fatigue among YouTube users. These included:

1. A: Many respondents cited the number of ads per video as a prime source of annoyance, feeling overwhelmed by the constant frequency of ads.

2. Ad Repetitiveness: Most respondents advocated that the frequent display of the same ads, with the same ads appearing multiple times within a single viewing session. This lack of variety significantly contributed to ad fatigue.

3. Ad Irrelevance: The perception that the ads were irrelevant was a major reason behind ad fatigue. Many users felt disengaged because the ads did not align with their interests.

4. Intrusiveness: Users felt that ads that disrupted their viewing experience, like unskippable pre-roll ads, to be annoying.

Impact on Consumer Attitudes

The study disclosed that ad fatigue significantly damages consumers' perceptions of brands. Many participants expressed annoyance with repetitive and intrusive ads, which leads to negative feelings towards the promoted brands. many participants reported a strong aversion to companies that overused ads, decreasing their likelihood of interacting with or purchasing from these companies.

Long-Term Effects on Consumer Behavior

The study's results clearly depicted the long-term effects of ad fatigue. Many users reported using ad-blockers on other platforms, skipping ads, or turning down the volume during ads. These actions suggest that digital advertising on YouTube is becoming much less effective.

Strategies for Mitigating Ad Fatigue

The study found that strategies such as allowing users to skip ads, reducing ad frequency, and personalizing ads all improved user satisfaction. Participants preferred ads tailored to their interests, and they found these ads less intrusive. Furthermore, giving participants control over the presentation and timing of ads increased their likelihood of interacting with them.

Ad Fatigue and Engagement Metrics

The analysis of consumer engagement metrics showed a strong negative correlation between key metrics like click-through rates and conversion rates and ad fatigue. As ad fatigue increased, participants were less likely to click on ads or make a purchase, highlighting the declining effectiveness of digital ads in a weary audience

V. Conclusion

This study offers a meaningful insight into the growing issue of ad fatigue on YouTube, especially among Gen Z’s in India. As the country’s digital space is continuously growing and young people spend more time on online platforms, it’s very important for the brands to understand what makes the users or audience churn or turn them off. The findings highlight the clear message, that if the brands want to keep this generation engage with them they have to rethink their advertising strategies, focus on content freshness, brands should not be lacking creativity in advertising. Making the content more relevant and personalized and giving users more control over their content experience. By doing so brands will no longer have irritable ads, and a more lasting audience and build better brand loyalty.

The role of new ad formats, the effects of ad fatigue on various digital platforms, and the possibility of alternative revenue streams for advertisers on platforms such as YouTube, based on the findings can be explored through future studies. Further, psychological impacts of ad fatigue on Gen-Z consumers may be studied with other social media platforms to determine the impact of ad fatigue and recommend coping strategies can be examined in depth.

VI. References

Coker, K. K., Flight, R. L., & Baima, D. M., Skip It or View It: The Role of Video Storytelling in Social Media Marketing. Marketing Management Journal, 27(2), 2017.

Hühn, A. E., Khan, V., Ketelaar, P., Van ’t Riet, J., Konig, R., Rozendaal, E., Batalas, N., & Markopoulos, P., Does location congruence matter? A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance & value. Computers in Human Behavior, 73, 659–668, 2017.

Ribeiro, B., Modeling and predicting the growth and death of membership-based websites. In Proceedings of the 23rd international conference on World wide web (WWW'14). Association for Computing Machinery, New York, NY, USA, 653–664, 2014.

Pashkevich, M., S. Dorai-Raj, M. Kellar, and D. Zigmond., Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube. Journal of Advertising Research 52 (4): 451–457, 2012.

Jeon, Y. A., H. Son, A. D. Chung, and M. E. Drumwright., Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-Ad Button on Irritation and Skipping Behavior. Journal of Interactive Marketing 47 (1): 144–158, 2019.

Dharba, S., Gandhi, S., Torres, I. M., Madadi, R., & Zúñiga, M. Á., Secrets to why consumers skip ads: The moderating role of personality traits. Journal of Marketing Communications, 1–28, 2024.

Huiu, A., Tataru, M., and Angel, C. M., The causes and effects of excessive exposure to digital advertising are discussed in Ad Fatigue. 113–125 in Journal of Advertising Research, 56(2), 2016.

Delaney, S., Malthouse, E., & Hennig-Thurau, T., Ad Fatigue's Contribution to the Decline in Ad Effectiveness in the Digital Age. 23(3), 145-158, Journal of Marketing Science, 2019.

Banerjee, S., & Pal, A., Skipping skippable ads on YouTube: How, when, why and why not? 2023 17th International Conference on Ubiquitous Information Management and Communication (IMCOM), 1–5, 2021.

Prendergast, G. P., Tsang, A. S., & Cheng, R., Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48(1/2), 132–146, 2014.

Edwards, S. M., H. Li, and J.-H. Lee., “Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads.” Journal of Advertising 31 (3): 83–95, 2002.

Lee, J. H., Li, H., and Edwards, S. M., Forced Exposure and Psychological Reaction: Causes and Effects of Pop-Up Ads' Perceived Intrusiveness. Advertising Journal, 31(3), 83-95, 2002.

Campbell, C., F. Mattison Thompson, P. E. Grimm, and K. Robson., Understanding Why Consumers don’t Skip Pre-Roll Video Ads. Journal of Advertising 46 (3): 411–423, 2017.

Purohit, N., and R. Ghosh., Opportunities and Difficulties in India's Changing Digital Marketing Environment. Journal of Marketing in India, 50(9), 34–45, 2020.

Thomas, M., Rao, S., and Vaughan, L., Recognizing How Digital Ad Saturation Affects Emerging Markets. Journal of Digital Marketing International, 11(1), 9–23, 2021.

India's Internet and Mobile Association (IMAI)., Digital Trends in India: An Analysis of YouTube's Expanding Indian User Base. IMAI Report, 2023.

Ray, M. L., and R. Babara., Advertising Acceptance is Mediated by Affective Reactions. Advertising Journal, 15(3), 27–34, 1986.

Mohan, P., & Rao, T. V., A Study of Indian Gen Z Consumers on Ad Fatigue and Consumer Behaviour, Asian Journal of Marketing Studies, 22(3), 89-102, 2021.

Choi, J., and Lee, S., A review of the literature on consumer reactions to online video advertising, along with suggestions for further study. Advertising Research Journal, 58(1), 4–14, 2018.

Schoenbachler, D. D., and Dube, L., Causes and Remedies of Advertising Fatigue in the Era of Digital Marketing. Digital & Social Media Marketing Journal, 8(3), 200–215, 2020.

Barrera, A. A., Kucukusta, D., & Bilgihan, A., Understanding How Mobile Advertising Affects Consumer Behaviour: How Personalization Contributes to Ad Fatigue. Business Research Journal, 137, 241-253, 2021.

Li, X., and Zhao, Z., A cross-cultural investigation of the effects of repetitive digital advertising on consumer behaviour. Journal of Advertising International, 40(4), 582-607, 2021.

Oh, W., and Lee, J., Emotional Appeal's Function in Reducing Ad Fatigue: Data from Social Media Digital Advertising. Interactive Marketing Journal, 50, 27–38, 2020.

Mathur, P., and Bansal, S., YouTube's Ascent in India: Examining How Video Ads Affect Gen-Z Customers. 105–118 in Journal of Indian Consumer Behaviour, 22(2), 2020.

Singh, S., and Kaur, A., YouTube's Development as a Social Media Platform: An Examination of Digital Advertising Trends in India. Journal of Marketing in India, 49(11), 49–63, 2019.

Kim, K., and Lee, S., An analysis of YouTube advertisements in South Korea and India demonstrates how ad fatigue affects consumer behaviour in social media advertising. Journal of Marketing in Asia Pacific, 32(4), 502-516, 2020.

Ghosh, S., and Gupta, S., The role of user-generated content on YouTube and how consumers view digital advertising. 145–157 in Journal of Advertising and Digital Media, 16(2), 2021.

Zhang, W., and Cao, Y., YouTube Advertising: Examining Customer Engagement and Fatigue in the Digital Marketing Age. Marketing Research Journal, 58(2), 233-245, 2021.

Zheng, X., and Zhang, X., An Empirical Study of Generation Z in China and India Examining the Impact of Ad Fatigue in Social Media Advertising. Consumer Marketing Journal, 37(8), 905-916, 2020.

Biography

Dr. D. Ganesan is a passionate and experienced academician with over 20 years of blended experience in both industry and academia. Currently serving as Assistant Professor (Senior Grade II) in Marketing at VIT Business School, VIT University, he has held notable positions at Alliance University and Sona College of Technology. His academic credentials span a B. Sc.in Physics, MBA, M.Phil., and a Ph.D. in Business Administration (Marketing). Dr. Ganesan has published widely in Scopus, Web of Science, and UGC Care journals and has presented at over 20 national and international conferences. His research areas include consumer behavior, advertising effectiveness, digital marketing, gamification, and AI applications in marketing. He is a recognized reviewer for international journals and has contributed to industry through consultancy projects and mentorship of student startups. With an

impressive portfolio of 331 MBA projects guided and curriculum development, he also excels in professional development through numerous MOOC certifications and FDPs.

Pragadeesh S is a research scholar at Vellore Institute of Technology (VIT), Vellore, pursuing his Ph.D. in Marketing. His current research focuses on exploring consumer behavior, digital marketing strategies, and market innovation, aiming to bridge the gap between academic insights and practical business applications. Pragadeesh holds a Master of Business Administration (MBA) from Adhiyamaan College of Engineering, Hosur. He also earned his Bachelor’s degree in Mechanical Engineering from the same institution. This diverse academic background has provided him with a strong analytical foundation, combining technical precision with strategic and managerial acumen. With a keen interest in market research, consumer psychology, and brand management, Pragadeesh’s work reflects an integration of data-driven analysis and creative problem-solving. His interdisciplinary learning from engineering and management enables him to approach marketing challenges with a systematic, innovative perspective.

Menu

Mr. Pragadeesh S