The Polite Pop-Up: An Experimental Study of Pop-Up Design Characteristics and User Experience

Pop-up boxes have been widely used to catch users’ attention and highlight specific information. Yet, according to previous research, there is a high degree of perceived irritation and dissatisfaction related to pop-ups. In this study, we explore the user experience of what is referred to as “polite pop-up,” i.e., a modal pop-up, created based on click events. The intention was to eliminate negative perceptions that pop-ups usually generate. The research method involves a constructed user test of a prototype of a website where polite pop-ups were placed in the interface. Thirteen users participated, where most of the users noticed the polite pop-up and voluntarily chose to access the information within the pop-up. The contribution includes increased insight into the relation between polite pop-up and user satisfaction, as well as design implications for user-centered design.  

How do Teenagers in Bahrain Respond to Online Advertising

In recent years, advertising has discovered a new forum: the Internet. Billboards are old-fashioned in the face of animation and live, digital streaming. The power inherent in this new advertising tool is hard to measure. And like all new things, it has yet to be perfected. The degree to which Internet advertising actually informs and influences Internet users depends on various factors, especially those that affect recall and recognition capacities. Marketing firms face a slew of questions. What is the most effective viewing mode? Does duration of viewing have significant effect on the success of an ad? How important is ad style, and is it more important than ad content? This study examines these key questions, among others, in an effort to understand which methods of Internet advertising make the greatest impact on the youth in Bahrain.  Results have been surprising in some ways. But one thing holds true: in Internet advertising, as in all advertising, aesthetic appeal plays a crucial role. Keywords Online advertising, Pop-Up ads, Banner ads, In-Text ads, online ad effectiveness, teenagers attitudes, teenagers attention, teenagers internet usage.

WEB ADVERTISING: WHAT DO WE KNOW ABOUT ITS ACCEPTANCE AND IMPACTS? - A META-ANALYSIS OF THE LITERATURE

Internet advertising market has grown rapidly over the past decade. Its annual revenue has reached around 21.1 billion in 2007, and more than half of Internet advertising is related to Web advertising. Web advertising affects the majority if not all web viewers who would encounter some Web ads at one time or the other when they are using the Web. With such a magnitude on investment and in influence, however, our understanding of Web ads is limited and fragmented. This study aims to provide a comprehensive picture of the state of research on Web advertising, especially its interaction with individual viewers. In this meta-analysis of more than sixty empirical research articles published from 1996 to 2007, we develop a framework of Web advertising research that can be used to demonstrate the research foci so far. Both dependent and independent variables can be classified with the framework. Our findings indicate that (1) empirical studies on Web advertising have considered features of four components and their interactions: viewer, Web Ad, ad host, and product/service being advertised. The impacts of Web ads have been found to be on viewers and viewers\u27 interactions with ads, hosts, and products/services. (2) The number of empirical research of Web advertising has increased gradually in different academic disciplines; however, the number is very insignificant compared to the growing Web advertising market and the broad influence of Web ads. (3) The study efforts are scattered and the findings are inconsistent and inconclusive. We conclude the existing studies and point out future research directions in this area

The power of direct context as revealed by eye tracking:A model tracks relative attention to competing editorial and promotional content

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media. In the current study, characteristics of 183 magazine advertisements and their direct context were coded systematically and linked to eye-tracking data, producing more than 19,000 observations. Expanding on earlier research, the authors focused on fixations within an advertisement during the first five seconds and attention paid to the combined main elements of an advertisement. Results showed that direct context diverted visual attention, especially when featuring multiple colors and large amounts of text

Effects of Interactive Versus Non-Interactive Communication

Companies and organizations frequently send communications in both electronic and hard copy format. This duplication would be unnecessary if one method was shown to be superior to the other. This thesis displays strong benefits for using interactive electronic communication rather than non-interactive forms, including hard copy and static correspondence. Participants viewed eight advertisements (two non-interactive advertisements that were measured as non-arousing, two interactive advertisements that were measured as non-arousing, two non-interactive advertisements that were measured as arousing, and two interactive advertisements that were measured as arousing). Participants’ heart rate and skin conductance were measured during the experiment. They then underwent free-recall and recognition tests to measure encoding and storage of information. The results show that participants pay more attention to interactive advertisements and remember them better.College of Social and Behavioral Science

Enhancing the influence of pop-up advertisements on advertising effects from the perspective of personalization and placement

This study examined the influence of personalized pop-up advertising and ad placement on ad effects. Moreover, the moderator of product involvement on the influence of personalized pop-up ads was investigated. A 2 (ad type: personalized pop-up vs. non-personalized pop-up ad) × 2 (ad placement: initial webpage vs. middle webpage) experiment was conducted to examine how personalized pop-up advertising impacts ad attitude and recall, and how it interacts with different degrees of product involvement. Total valid experimental data derived from 296 participants showed that (1) Personalized pop-up ads were better than non- personalized pop-up ads in terms of ad attitude and ad recall; (2) There was no significant difference in ad attitude and ad recall of the personalized and non-personalized pop-up ads on the initial or the middle webpage. However, the influence of personalized pop-up ads on ad attitude but not on ad recall was significant for different types of webpage involvement; (3) Contrary to the hypothesis, the personalized ad had a significant effect on ad attitude when individuals had high rather than low product involvement. However, there was no significant difference in ad recall in either the low or high product involvement conditions

Da educação à comunicação: Um mapeamento da utilização do vídeo online em universidades portuguesas

A utilização de conteúdos de vídeo online por Instituições de Ensino Superior (IES) em Portugal tem aumentado de forma evidente durante a última década. Extravasando a função inicialmente associada à aprendizagem, o vídeo foi progressivamente adotado como ferramenta de comunicação, num contexto marcado pela competição e pelas dificuldades orçamentais cada vez mais generalizadas. Este artigo procura explicar e contextualizar as condições tecnológicas e sociais, assim como as alterações no consumo mediático que permitiram a proliferação do vídeo na web, como forma de as IES potenciarem a captação de alunos e como ferramenta de comunicação de uma imagem diferenciada. Recorrendo a uma pesquisa que cruza dados de natureza quantitativa e qualitativa, este estudo identifica as tendências mais relevantes da criação e divulgação de vídeo na internet pelas universidades portuguesas, concluindo que se trata de uma prática generalizada, com uma grande variedade de formas de implementação, e frequentemente pouco estruturada

Evaluating the neural mechanisms of exposure and retrieval of hedonic and utilitarian banners: A fMRI study

This study was supported by two Excellence Project awarded by the Junta de Andalusia through FEDER [REF: B-SEJ-220-UGR18 and A-SEJ-426-UGR20] , a grant from the Fundacion Ramon Areces [CISP18A6208] and a grant from the Plan of the Vice-rectorate of Research of the UGR [Program 20, application 82] . Funding for open access charge: Universidad de Granada/CBUATraditional psychological theories of message persuasion typically conclude that messages that are able to facilitate an optimal allocation of cognitive resources in the audience will increase memory encoding, will be better retrieved and recalled, and will likely be more persuasive. The growing competition in online advertising has led to a need to evaluate which type of banners are able to allocate cognitive resources more efficiently, as this has a positive impact on the ability to remember the banner and potentially increase the purchase frequency of the advertised product. By means of functional Magnetic Resonance Imaging (fMRI), this study provides the first evidence of neural differences during the exposure and reimagination of two widely used banner appeals; namely, hedonic (i.e., banners that vividly emphasize the social, personal, and experiential benefits of buying the product) and utilitarian (i.e., banners focused on informative, convenient, and functional arguments). Our findings reveal that, when compared to utilitarian banners, hedonic static advertisements engage stronger neurocognitive processes, which translate into higher brain activations related to memory encoding and retrieval, ultimately correlating to higher recall. These findings advise the design of static and hedonic banners to improve the ad recall.Junta de Andalusia through FEDER B-SEJ-220-UGR18Fundacion Ramon Areces CISP18A6208Plan of the Vice-rectorate of Research of the UGR 82 Universidad de Granada/CBUA A-SEJ-426-UGR2

Too close for comfort: A study of the effectiveness and acceptability of rich-media personalized advertising

Online display advertising is predicted to make $29.53 billion this year. Advertisers believe targeted and personalized ads to be more effective, but many users are concerned about their privacy. We conducted a study where 30 participants completed a simulated holiday booking task; each page showing ads with different degrees of personalization. Participants fixated twice as long when ads contained their photo. Participants reported being more likely to notice ads with their photo, holiday destination, and name, but also increasing levels of discomfort with increasing personalization. We conclude that greater personalization in ad content may achieve higher levels of attention, but that the most personalized ads are also the least acceptable. The noticeability benefit in using someone‟s photo to make them look at an ad may be offset by the privacy cost. As more personal data becomes available to advertisers, it becomes important that these trade-offs are considered

The Effects of Online Advertisements and News Images on News Reception

The news and advertising industries have a symbiotic relationship. News media bring audiences to advertisers, and advertisers provide the necessary funding for the survival of the news media. This inseparable relationship between the news and advertising industries continues to exist in the era of the Internet when various newly developed techniques are used to attract online newsreaders\u27 attention. This raises the questions of whether exposure to online news and advertisements simultaneously has a negative impact on acquiring information from the news and whether the negative impact, if there is any, can be mitigated by motivating newsreaders to engage in news reading through including news images that attract newsreaders\u27 attention. To answer theses question, an online experiment was conducted. It had a 3 (Online Advertisements: None vs. Static Banners vs. Animated Banners) X 2 (News Images: None vs. Human Suffering) between-subject design. The findings indicate that online advertisements may reduce readers\u27 attention to news. Moreover, they suggest that news images depicting human suffering may mitigate the negative effect of online advertisements on news processing under some circumstances. Simultaneously processing news images and online advertisements may also cause cognitive overload that suppresses news processing. This implies that including news images increases knowledge acquisition only to the extent that newsreaders have enough resources available to process the information from news. From practical perspectives, the findings shed light on what news reporters and editors may consider when designing online news websites