A RATIONAL CHOICE THEORY APPROACH TOWARDS A CAUSAL MODEL OF ONLINE ADVERTISING INTRUSIVENESS AND IRRITATION

Internet advertising has grown substantially, and represents the second-largest destination of advertising dollars in the USA. While those data are more difficult to find in other countries, it is expected that the future is similarly bright for the online advertising industry world-wide. This study proposed and tested a causal model that predicts (1) both intentions to return to the host site and recommend the site to others and (2) performance in successfully completing information retrieval tasks on a website. Those two ultimate dependent variables are, in turn, predicted by a user?s feelings of irritation and ad intrusiveness, which are, in turn, predicted by attitude toward the ad and repeated exposure of the ad. In a study involving 420 students, six of the eleven hypothesized relationships were supported: attitude toward the ad predicted intrusiveness; intrusiveness predicted irritation, intentions, and task performance; and both irritation and performance predicted intentions. The model explains 50% of the variance in irritation, 5% of the variance in intrusiveness, 1% of the variance in performance, and 21% of the variance in intentions, providing mixed support for the model

A CROSS-CULTURAL STUDY OF INTRUSIVENESS AND FLUENCY EFFECTS OF WEB ADS

Advertising online has increasingly become an important marketing strategy. Along with the rising ad dollars invested on the web, marketers have also devised more powerful ad delivery tactics to garner online consumers’ attention. These powerful online advertising tactics may result in intrusiveness perceptions and processing fluency effects. As Westerners tend to focus on the focal object whereas East Asians tend to pay attention to the focal object and contextual background simultaneously when processing a visual scene, East Asians’ and Westerners’ culturally divergent visual processing styles would lead them to develop varying intrusiveness perceptions and experience differential processing fluency when exposed to web ads. Specifically, we propose that when a web ad’s visibility increases, Westerners will perceive it to be more intrusive than East Asians and East Asians will be more likely to experience perceptual and conceptual fluency to choose a product that is perceptually related to the web ad than Westerners. Designs of the experiment testing the propositions are discussed

An examination of ad clutter and task orientation on avoidance of social media advertising : a psychological reactance perspective

While the integration of advertising into users' content feeds (i.e. "Promoted Tweets" or "Sponsored Posts") has proven successful in driving revenue for advertisers, such efforts have started to gather complaints from social media users. As the amount of advertising has grown, social media users have started to experience greater interruption, which might lead to negative psychological consequences such as perceived intrusiveness and ad avoidance. Drawing on the theoretical framework of psychological reactance theory, the current study aimed to empirically examine the effects of ad clutter and task orientation on Twitter users' perceived intrusiveness and avoidance of promoted tweets. A mixed factorial experiment (2 x 2) was conducted online, and the results suggest that users' perceived intrusiveness and avoidance of promoted tweets were significantly influenced by the level of ad clutter in the Twitter feed. Effects of task orientation did not achieve statistical significance. Theoretical contributions to existing Internet ad clutter models and practical implications are discussed based on the findings from the study

To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users’ perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising's pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising's intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users’ experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated

Nondiegetic YouTube Advertising: An Eye-Tracking Investigation

YouTube is an online media site with over one billion hours of user-generated content, and a monthly worldwide viewership averaging over six billion hours. This volume motivates advertisers to reach out to this enormous audience. Advertisers wish to capture the attention of an audience, avoid causing annoyance, and minimize intrusiveness. In this study, a YouTube video tutorial has been used to create five conditions testing reactions to nondiegetic advertising. Participants will be shown one of five versions of the tutorial. Each version includes either no advertisements, or one of the following: A TrueView video advertisement that is not skipped, a TrueView video advertisement that is skipped, a banner advertisement that is not cancelled, or a banner advertisement that is cancelled. Both type and level of intrusiveness of the ad have been manipulated. During viewing, eye-tracking analyses will monitor fixations in specified look zones, and elsewhere onscreen, testing ad attraction and distraction. After viewing, participants will complete a questionnaire designed to elicit their reactions to the advertisement, and ascertain the effect that the advertisement may have had upon their memory/recall, whether or not the level of intrusiveness decreased their enjoyment of the tutorial video, and other advertising and video outcomes.https://engagedscholarship.csuohio.edu/u_poster_2013/1008/thumbnail.jp

Video design adaptation to youtube advertising formats

Este trabajo en curso analiza cómo diferentes diseños publicitarios en términos de arousal (intensidad emocional) pueden contribuir a mejorar la efectividad de la video publicidad online. La literatura previa sugiere que un final con alto arousal puede incrementar la efectividad publicitaria. Para comprobar esta proposición, nuestra investigación combina diferentes metodologías: neurociencia aplicada al comportamiento del consumidor; un estudio de campo basado en una campaña publicitaria en YouTube y un estudio final. Los primeros resultados sugieren que el diseño publicitario ha de adaptarse a los nuevos formatos de video publicidad interactiva en función de los objetivos de los anunciantes.This work in progress analyzes how different arousal advertising design may enhance online video advertising effectiveness. Previous research suggests that arousing ending designs could increase ad effectiveness. To test this proposition, our research combines different methodologies: a consumer neuroscience pretest is used to identify high and low arousal sequences; a field study based on a YouTube ad campaign is used as an exploratory study which helps to determine the experimental scenarios to be used in the final study with a large sample size. Preliminary results suggest that ad design need to be adapted to new formats of interactive advertising depending on the advertisers’ goals

Entropy-Based Dynamic Ad Placement Algorithms for In-Video Advertising

With the evolution of the Internet and the increasing number of users over last years, online advertising has become one of the pillars models that sustains many of the Internet businesses. In this dissertation, we review the history of online advertising, will be made, as well as the state-of-the-art of the major scientific contributions in online advertising,in particularly in respect to in-video advertising. In in-video advertising, one of the major issues is to identify the best places for insertion of ads. In the literature, this problem is addressed in different ways. Some methods are designed for a specific genres of video, e.g., football or tennis, while others are independent of genre, trying to identify the meaningful video scenes (a set of continuous and related frames) where ads will be displayed. However, the vast majority of online videos in the Internet are not long enough to identify large scenes. So, in this dissertation we will address a new solution for advertisement insertion in online videos, a solution that can be utilized independently of the duration and genre of the video in question. When developing a solution for in-video advertising, a major challenge rests on the intrusiveness that the ad inserted will take upon the viewer. The intrusiveness is related to the place and timing used by the advertising to be inserted. For these reasons, the algorithm has to take in consideration the "where", "when" and "how" the advertisement should be inserted in the video, so that it is possible to reduce the intrusiveness of the ads to the viewer. In short, in addition to besides being independent of duration and genre, the proposed method for ad placement in video was developed taking in consideration the ad intrusiveness to the user.Com a evolução da Internet e o número crescente de utilizadores ao longo destes últimos anos, a publicidade on-line tornou-se um dos modelos base que tem sustentado muitos negócios na Internet. Da mesma forma, vídeos on-line constituem uma parte significativa do tráfego na Internet. É por isso possível entender desta forma, o potencial que ferramentas que possão explorar eficientemente ambas estas áreas possuem no mercado. Nesta dissertação será feita uma revisão da história da publicidade online, mas também será apresentado ao leitor uma revisão sobre o estado da arte das principais contribuições científicas para a publicidade on-line, em especial para a publicidade em video. Na publicidade em vídeo, uma das principais preocupações é identificar os melhores locais para a inserir os anúncios. Na literatura, este problema é abordado de diferentes maneiras, alguns criaram métodos para gêneros específicos de vídeo, por exemplo, futebol ou ténis, outros métodos são independentes do gênero, mas tentam identificar as cenas de vídeo (um conjunto contínuo de frames relacionadas) e apenas exibir anúncios neles. No entanto, a grande maioria dos vídeos on-line na Internet não são suficiente longos para serem identificadas cenas suficientemente longas para inserir os anúncios. Assim, nesta dissertação iremos abordar uma nova solução para a inserção de anúnicios em vídeos, uma solução que pode ser utilizada de forma independente da duração e gênero do vídeo em questão. Ao desenvolver uma solução para inserir anúncos em vídeos a grande preocupação recai sobre a intromissão que o anúncio inserido poderá ter sobre o utilizador. A intrusão está relacionada com o local e tempo utilizado pela publicidade quando é inserida. Por estas razões, o algoritmo tem que levar em consideração "onde", "quando" e "como" o anúncio deve ser inserido no vídeo, de modo que seja possível reduzir a intromissão dos anúncios para o utilizador. Em suma, para além de ser independente da duração e gênero do vídeo, o método proposto será também desenvolvido tendo em consideração a intromissáo do anúncio para o utilizador. Por fim, o método proposto será testado e comparado com outros métodos, de modo a que seja possivel perceber as suas capacidades

Creative mid-roll advertising or In-video overlay advertising? The effects of two emerging ad types in Chinese TV series.

Rapid development of online advertising has made advertisers and marketers look at the TV series industry in China. Nowadays, advertisers and marketers are trying new and creative tactics of advertising in Chinese TV series. This study aims to compare these two types of advertising (creative mid-roll and overlay advertising) at intrusiveness levels and seeks to better understand the effects of two creative types of advertising in Chinese contexts; precisely to understand their effects on viewers’ attitudes toward advertising and brands and understand the different effects of advertising between introvert viewers and extrovert viewers and the mediation effect of irritation in influencing the perceived intrusiveness and attitude toward the ad and brand. Results indicate that different from the traditional video and text advertising difference, creative mid-roll advertising and in-video overlay advertising show no difference in intrusiveness levels. In addition, introvert people would perceive higher intrusiveness than extrovert people when people watch advertisements. Mediation effect of irritation is also confirmed in the current study which is partially mediated the relationship between intrusiveness and attitude toward the ad and the brand. When it comes to the managerial implications, the study suggests that in-video overlay advertising is more acceptable for general people so that it should be more considered for the Chinese TV series. Another implication is that advertisers should have awareness of marketing etiquette. They should be more concentrated on customer experience, respecting customers, and protecting customers’ rights

Environmental scanning strategy of manufacturing companies in Southwestern Nigeria

In this paper, we examine the environmental scanning strategy of manufacturing companies in Southwestern Nigeria against the background that manufacturing companies in Nigeria exist in a challenging environment characterised by high import dependency, inappropriate policies, lack of transparent governance and weak industrial capabilities. Empirical data was collected with a questionnaire from a sample of 84 manufacturing firms in Southwestern Nigeria. We found that generally, companies in the industry actively engage in systematic gathering, analyses and assimilation of information about the business environment as strategic input into planning. The main objective of search was to obtain information required to initiate or support strategies for competing in the domestic market. Central among the factors determining the companies' level of intrusiveness into the environment are companies' capacity to interpret changes in the environment, available channels of information and quality of information.business environment; environmental scanning; environmental analysability; environmental uncertainty; manufacturing, strategy; technology; capabilities

Impact of acquisition channels on customer equity, The

Customer equity (CE henceforth) is a powerful new paradigm to evaluate the firm's value and to optimally allocate marketing resources. This paper is focused on the relationship between customer acquisition and CE. The authors attempt to answer the following four questions: 1) how should customer acquisition channels be categorized to make them meaningful to managers and academics?; 2) how do we measure the effects of different acquisition channels on the firm's performance?; 3) how do we disentangle short-run effect and long-run effects?, and 4) how should the manager allocate a limited budget among the acquisition channels so as to maximize customer equity? The authors first propose a way of categorizing customer acquisition channels according to their level of contact and intrusiveness. A vector-autoregressive (VAR) model is used to examine the dynamics of acquisition channels and the firm's performance, and an empirical illustration on a surviving Internet company is provided. The results show that each cohort (i.e., customers from different acquisition channels) has different short-run and long-run effects on the firm's performance by the subsequent login and purchasing behavior. Building on previous research on optimal resource allocation, the authors develop a Marketing Decision Support System (MDSS) to help managers allocate the acquisition budget among different channels with the objective of maximizing customer equity. The consequences of naively maximizing the short-term profit and not accounting for differences in the margin contribution of different cohorts are illustrated.customer equity; customer acquisition; VAR; long-run modeling;