The effect of repetition in Internet banner ads and the moderating role of animation

Many advertising repetition studies have demonstrated wear-out effects, and found several moderating variables. In the context of Internet banner ads, this study examines the effects of repetition on attention, memory, and attitude, and identifies the moderating role of animation. By analyzing data on users’ actual visual attention, we found attention wear-out occurs with static but not with animated banner ads, which consequently influences the downstream effects: Compared to a static banner ad, an animated ad barely attracts consumers’ attention initially, resulting in worse memory performance and attitude in the beginning. However, with repeated brief exposures, animated banner ads eventually catch up with the static ads on memory and generate even better performance in terms of attitude. To summarize, animations signal the users the existence of ads and lead to ad avoidance behavior, but after repetitive exposures they induce positive user attitude through the mere exposure effect. Both the theoretical and practical implications are explored for using animation on the banner ads.     

The impact of context on display ad effectiveness: Automatic attitude activation and applicability

Display and search ads are the most popular Internet ad formats. Instead of being placed on search engine result pages, display ads are placed on webpages that include more actual content. In order to improve online contextual advertising, the effects of webpage content on embedded display ads must be understood. This study investigates how viewers’ attitudes toward content and the applicability of that content to the adjacent display ads impact the effectiveness of those ads. The moderating effects of viewers’ attention and need for cognition are also examined. The experimental results show that webpage content automatically activates ad evaluations, and that this effect increases when viewers pay less attention to the ad or have a high need for cognition. If the webpage content is highly applicable to the ad, improvements are seen in the attitude toward the ad and the attitude toward the brand.     

Multi‐style paper pop‐up designs from 3D models

Paper pop‐ups are interesting three‐dimensional books that fascinate people of all ages. The design and construction of these pop‐up books however are done manually and require a lot of time and effort. This has led to computer‐assisted or automated tools for designing paper pop‐ups. This paper proposes an approach for automatically converting a 3D model into a multi‐style paper pop‐up. Previous automated approaches have only focused on single‐style pop‐ups, where each is made of a single type of pop‐up mechanisms. In our work, we combine multiple styles in a pop‐up, which is more representative of actual artist's creations. Our method abstracts a 3D model using suitable primitive shapes that both facilitate the formation of the considered pop‐up mechanisms and closely approximate the input model. Each shape is then abstracted using a set of 2D patches that combine to form a valid pop‐up. We define geometric conditions that ensure the validity of the combined pop‐up structures. In addition, our method also employs an image‐based approach for producing the patches to preserve the textures, finer details and important contours of the input model. Finally, our system produces a printable design layout and decides an assembly order for the construction instructions. The feasibility of our results is verified by constructing the actual paper pop‐ups from the designs generated by our system.     

The Cost of Free Web Tools

Most users assume that their use of Internet services is implicitly private and anonymous, so it can be quite eye-opening to find out how much about ourselves and our companies we reveal by seemingly innocuous words we use to search, the maps we view, and the other "free" services we use on the Internet. The Internet has become one of the most central aspects of our world, and we react to both the mundane and important events in our personal and professional lives by turning to it. Unfortunately, these events, great or small, continue to exist for an indeterminately long time period on the service providers' servers. Providers of free Web-based applications aren't simply offering their tools as a public service. However altruistic they might be in some regards, these companies have legal obligations to their shareholders to make profits. Although various business models exist for advertising in connection with "free" services, the consistent bottom line is that Web-based companies depend on being able to convince advertisers that it's worth their money to have their ads presented on Web pages and emails. Free Web-based services aren't really free: users pay for them with micropayments of information that add up to a significant sum.     

广告与品牌个性形象

品牌在当今的商业活动中扮演着领导者的角色,品牌的重要性日益凸显,而广告则是塑造品牌的重要手段和媒介之一。本文主要论述了广告在建立品牌形象中所起的作用,在广告中塑造品牌个性形象的原则和方法,并结合具体的广告案例进行分析、阐述。     

Creative Strategies in Viral Advertising: An Application of Taylor’s Six‐Segment Message Strategy Wheel

Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor’s six‐segment message strategy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality.     

A multiobjective approach for maximizing the reach or GRP of different brands in TV advertising

This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to budget constraints, brand competition constraints, and other scheduling constraints. We present a multiobjective integer programming formulation of this problem and develop and implement algorithms for generating provably Pareto‐optimal solutions. We also develop reduction and visualization procedures to aid a decision maker in choosing suitable subsets of the Pareto‐optimal solutions obtained. Numerical experiments on five TV advertising problems involving 20–40 objective functions and thousands of decision variables and constraints demonstrate the effectiveness of the proposed formulation and solution methods in generating Pareto‐optimal objective vectors that reflect brand priorities and that are well distributed along the Pareto front.     

Distraction effects of contextual advertising on online news processing: an eye-tracking study

Although recent scholarship has shown that congruency between editorial content and display advertising on web pages can lead to favourable outcomes for the advertiser, it is unclear whether these gains for advertisers come at the expense of users’ ability to process the content. To examine whether contextual in-page advertising distracts users during information processing, a 2 (target message argument type: weak/strong)?×?2 (ad relevance: high/low) between-subjects factorial experiment (N?=?99) examined how readers of a news article about risks associated with texting while driving (a) paid attention to the article, (b) paid attention to the advertisements, and (c) were persuaded by the article contents. Participants’ visual attention was captured unobtrusively using a device-mounted eye-tracking device. The findings show that readers were more likely to be persuaded by weaker arguments when the article was presented alongside highly relevant display ads than when the article was presented alongside less relevant ads. Readers also paid greater attention to relevant ads than irrelevant ads, and, surprisingly, readers in the strong argument condition paid more attention to the story content when it was presented alongside relevant ads. The implications for theories of visual attention and for online content publishers are discussed.     

Projective virtual reality as a basis for on‐line control of complex systems‐not only‐over the internet

Already in 1994 the term Projective Virtual Reality was coined and a first implementation was used to control a complex multirobot system in Germany over the Internet from California. Building on this foundation, the general aim of the development of virtual reality technology for automation applications at the Institute of Robotics Research (IRF) today is to provide the framework for Projective Virtual Reality for a broad range of applications. The general idea of Projective Virtual Reality is to allow users to “project” actions carried out in the virtual world into the real world by means of robots or other means of automation. The framework is based on a task‐oriented approach which builds on the “task deduction” capabilities of a newly developed virtual reality system and a task planning component. The advantage of this approach is that robots which work at great distances from the control station can be controlled as easily and intuitively as robots that work right next to the control station. Robot control technology now provides the user in the virtual world with a “prolonged arm” into the physical environment, thus paving the way for intuitive control of complex systems over the Internet—and in general for a new quality of user‐friendly man‐machine interfaces for automation applications. Lately, this work has been enhanced by a new structure that allows one to distribute the virtual reality application over multiple computers on a network. With this new feature, it is now possible for multiple users to share the same virtual room, although they may physically be thousands of miles apart. They only need an Internet connection to share this new experience. Lately, the network distribution techniques have been further developed to not just allow users to cooperate over networked PCs but also to be able to set up a panorama projection or a cave running of a networked cluster of PCs. This approach cuts down the costs for such a high‐end visualization environment drastically and allows for a new range of applications. © 2005 Wiley Periodicals, Inc.     

The role of persuasion knowledge,assessment of benefit and harm,and third-person perception in coping with online behavioral advertising

Online behavioral advertising (OBA) provides Internet users with potential benefit (relevant ads) and harm (privacy infringement) through personalized covert persuasion tactics, making it an interesting case for understanding perceptions of media effects. In study 1 (survey), we found that subjective persuasion knowledge of OBA was positively related to third-person perception (TPP). Importantly, the assessment of the potential harm and benefit of OBA mediated the relationship between subjective persuasion knowledge and TPP. Objective persuasion knowledge however was only indirectly related to TPP via subjective persuasion knowledge. TPP related to personal (accept, avoid OBA) but not social-level (pro-regulation) coping measures. Study 2 (experiment) replicated study 1 and showed that the perceived effect of OBA on self (not others) drove the TPP and the responses to personal outcome measures. Implications for understanding perceived media effects and response to OBA are discussed.     

Search advertising placement strategy: Exploring the efficacy of the conventional wisdom

Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users’ brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed.     

Comparing factors affecting attitudes toward LBA and SoLoMo advertising

This study compares the effectiveness of location-based advertising (LBA) and social-local-mobile (SoLoMo) advertising. The results show that SoLoMo advertising is more effective than LBA. Consumers perceive a higher level of brand interaction, entertainment, informativeness, perceived location awareness, and sociability in SoLoMo advertising than in LBA. This study also discovers that there are differences in consumers’ reaction to the ads on different situational contexts and platforms. The academic contribution of this paper lies in the direct comparison of the effectiveness of LBA and SoLoMo advertising, which was lacking in the literature. To our knowledge, this is the first study in which comparison between LBA and SoLoMo advertising is made. This paper fills the gap by investigating how factors associated with advances of modern smartphone functionalities, brand interaction, perceived location awareness, and sociability, affect attitudes towards ads. It also contributes to the theory of effectiveness of telecommunication promotion by examining how consumers react to ads in different situational contexts on different platforms. Finally, this study provides practical suggestions.     

基于数据挖掘的移动广告个性化推荐研究

移动互联网目前已经成为当今最具潜力的市场之一,与此同时,移动广告作为一种新兴的网络营销模式也得以迅速发展起来。诸多企业已经把目标投放在移动广告市场这一领域。当前,移动广告主要利用传统的广告定位策略,通过应用程序展示触发客户需求并以此来进行传播,从而导致移动用户被动地接受一些并不感兴趣的广告内容,严重干扰了用户的正常使用,甚至会泄露用户的个人隐私。文中从分析用户个人的行为和如何定位用户的实时位置出发,研究基于移动互联网下广告个性化推荐策略,提出研究模型,开发基于用户位置和兴趣的实时广告推荐服务系统。     

Retain viewer’s attention on banner ad by manipulating information type of the content

The influence of phenomenon like Banner blindness and Habituation has weakened researchers’ efforts to highlight the effect of adding salient visual features to ads. On the other hand, many studies discussed advertising attention on the basis of individual pages, neglecting the fact that most ads reside on one of a sequence of webpages that a viewer continuously reads. Therefore, our study discussed advertising attention from a different perspective, switching focus to the information type and their influence on attention in a sequence of webpages. This study, extended from our previous study, in which we found user attention to advertisement to drop sharply beyond the initial page, planned to investigate if it is possible to dishabituate users and enhance viewer‘s attention on banner ads by manipulating the information type of a sequence of content. We found that viewer’s attention on ads can be prolonged on subsequent pages with a rudimentary stimulus variation to content order and without changing any visual design feature of the ad itself, which is prone to the crippling effects of banner blindness and habituation, and that the image-based content inserted between pages of text-based content plays an important role in raising overall attention to advertisement.     

The ‘Privacy Paradox’ in the Social Web: The Impact of Privacy Concerns,Individual Characteristics,and the Perceived Social Relevance on Different Forms of Self‐Disclosure

Given the diffusion of the Social Web and increased disclosure of personal information online, the ‘privacy paradox’ suggests that while Internet users are concerned about privacy, their behaviors do not mirror those concerns. This study investigates the potential influence of privacy concerns, psychological traits, attitudes to the Social Web and age on self‐disclosure. Using an online survey of a representative sample of German Internet users (n = 2, 739), the variety and quality of self‐disclosure as well as access were measured. The findings indicate that privacy concerns hardly impact self‐disclosure, but different variables moderate this relation. Perceived social relevance and the number of applications used proved important. Users' general willingness to disclose is most important when providing sensitive information.     

浅析广告设计中的超人情结

在广告设计中,创意是至关重要的。有的广告在创意元素的运用上选择了超人,这个形象奇特、能力无穷、极富正义感的人物往往可以唤起人们心中的超人情结。当然有的广告获得了成功,但也有一些落入俗套。文章在列举并分析一些广告的创意和超人的特点基础上,浅析广告设计中的超人情结,并提出广告在运用超人元素时的一些方式。     

Sentiment-oriented contextual advertising

Web advertising (Online advertising), a form of advertising that uses the World Wide Web to attract customers, has become one of the world’s most important marketing channels. This paper addresses the mechanism of Content-based advertising (Contextual advertising), which refers to the assignment of relevant ads to a generic web page, e.g., a blog post. As blogs become a platform for expressing personal opinion, they naturally contain various kinds of expressions, including both facts and comments of both a positive and negative nature. Besides, in line with the major tenet of Web 2.0 (i.e., user-centric), we believe that the web-site owners would be willing to be in charge of the ads which are positively related to their contents. Hence, in this paper, we propose the utilization of sentiment detection to improve Web-based contextual advertising. The proposed sentiment-oriented contextual advertising (SOCA) framework aims to combine contextual advertising matching with sentiment analysis to select ads that are related to the positive (and neutral) aspects of a blog and rank them according to their relevance. We experimentally validate our approach using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method can effectively identify those ads that are positively correlated with the given blog pages.     

Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers’ visual attention

ABSTRACT

ESports refers to professional video gaming that is typically broadcasted with a live commentary on TV or the Internet. Despite the rapid growth of eSports industry and its potential for a valuable advertising platform, there has not been much discussion about effective advertising strategies for the placement of virtual ads in eSports. Based on previous research, one advertisement factor (i.e. ad animation) and one in-game factor (i.e. in-game dynamics) are identified and tested in an experiment (N?=?116) with a 2 (ad animation: static vs. animated ads)?×?2 (in-game dynamics: battle vs. non-battle scenes) mixed design. The results show that both ad animation and in-game dynamics have a significant impact on viewers’ visual attention, in terms of fixation count and duration measured by an eye-tracking device. The results also show a significant interaction in which the impact of ad animation on fixation duration is more magnified when in-game play is less busy (i.e. non-battle scenes), compared to when it is busy (i.e. battle scenes). Theoretical implications based on the limited-capacity model, as well as practical implications for practitioners are discussed.     

基于细粒度标签的在线视频广告投放机制研究

随着互联网的发展,对精彩视频点进行标注、评论和分享成为趋势.这类群体智慧信息的有效利用将有助于提升视频广告的投放效果.首先将用户提供的细粒度视频标签收集起来,通过视频时间轴加权计算生成视频热点,进而利用视频热点描述信息基于分类匹配的思想来选取广告,最后找出视频热点内用户对视频关注度下降幅度最大的时间点投放广告.实验证明,在数量为百万级的视频集合中,该方法选取的广告与视频的相关性达到85%左右.用户在广告播放过程中关闭广告的概率小于10%.与目前广泛应用的广告投放方式相比,广告的平均播放时间能提升21.5%,广告点击率能从0.65%提高至0.73%.     

Approximating the Advertisement Placement Problem

The advertisement placement problem deals with space and time sharing by advertisements on the Internet. Consider a Web page containing a rectangular display area (e.g., a banner) in which advertisements may appear. The display area can be utilized efficiently by allowing several small ads to appear simultaneously side by side, as well as by cycling through a schedule of ads, allowing different ads to be displayed at different times. A customer wishing to purchase advertising space specifies an ad size and a display count, which is the number of times their ad should appear during each cycle. The scheduler may accept or reject any given advertisement, but must be able to schedule all accepted ads within the given time and space constraints. Each advertisement has a non-negative profit associated with it, and the objective is to schedule a maximum-profit subset of ads. We present a (3 + )-approximation algorithm for the general problem, as well as (2 + )-approximation algorithms for two special cases.