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

Tackling food marketing to children in a digital world: trans-disciplinary perspectives. Children’s rights, evidence of impact, methodological challenges, regulatory options and policy implications for the WHO European Region

There is unequivocal evidence that childhood obesity is influenced by marketing of foods and non-alcoholic beverages high in saturated fat, salt and/or free sugars (HFSS), and a core recommendation of the WHO Commission on Ending Childhood Obesity is to reduce children’s exposure to all such marketing. As a result, WHO has called on Member States to introduce restrictions on marketing of HFSS foods to children, covering all media, including digital, and to close any regulatory loopholes. This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s rights and digital privacy. Finally the report discusses the policy implications and some of the recent policy action by WHO European Member States

Mobile advertising effectiveness versus PC and TV using consumer neuroscience

This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current situation, also discusses, how effective is mobile advertising when compared against advertising in other digital devices, such as PC and TV. The last few years have been characterized by an increase of the time that consumers spend on their mobile phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may help, not only to measure it, but also to understand its impact on consumers. Considering this environment, this research proposes various recommendations for advertisers that may be considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as recommendations on how to design mobile ads that increase advertising effectiveness

The Use of Eye-tracking in Information Systems Research: A Literature Review of the Last Decade

Eye-trackers provide continuous information on individuals’ gaze behavior. Due to the increasing popularity of eye- tracking in the information systems (IS) field, we reviewed how past research has used eye-tracking to inform future research. Accordingly, we conducted a literature review to describe the use of eye-tracking in IS research based on a sample of 113 empirical papers published since 2008 in IS journals and conference proceedings. Specifically, we examined the methodologies and experimental settings used in eye-tracking IS research and how eye-tracking can be used to inform the IS field. We found that IS research that used eye-tracking varies in its methodological and theoretical complexity. Research on pattern analysis shows promise since such research develops a broader range of analysis methodologies. The potential of eye-tracking remains unfulfilled in the IS field since past research has mostly focused on attention-related constructs and used fixation count metrics on desktop computers. We call for researchers to utilize eye-tracking more broadly in IS research by extending the type of metrics they use, the analyses they perform, and the constructs they investigate

THE IMPACT OF ONLINE ADVERTISMENT PERSONALIZATION AND TRANSPARENCY ON INDIVIDUAL DEFENSIVE RESPONSES AND ENGAGMENT

This study identifies the different individual defensive responses that are triggered by ad personalization. We investigate how these responses impact user engagement behavior on social media. The study also examines the role of transparency in advertising and the perceived benefits of personalization on user engagement in Europe. To conduct our study, we are theoretically grounded in the defensive response model. A multi-step quantitative approach constituting two experiments and a survey is used. With 154 and 199 participants each, the experiments allowed us to define the theoretical model. The experiment identified paradoxical findings. We indent surveying online ads-users to examine the impact of personalization on individual defensive responses and the role transparency plays in predicting user engagement. Our research contributes to the theory by identifying defensive responses that explain the engagement behavior, and the impact of transparency on personalized advertising

Incomodando consumidores: quando agentes de recomendação não facilitam a nossa vida realmente

Intelligent systems have been used in different types of websites with the intention of creating personalized messages and understanding consumers’ needs more deeply. They are supposed to facilitate the decision-making process, make internet browsing easier and give users a sense of social feeling and personalization. So far, research in the field has focused attention on the positive aspects of using these systems. Little effort has been made, however, to try to recognize and correct situations in which they do not perform so well. This work is the result of an exploratory research destined to understand the broadness of the concept of failure in personalized environments as well as its antecedents and consequents. Based on the critical incident technique, we collected the opinion of 86 subjects in a multicultural environment and used their responses to elaborate a comprehensive framework of recommendation failure considering the different motivations for Internet use. Keywords: personalization, online shopping, recommendation agents, recommendation failure.Sistemas inteligentes têm sido usados em diferentes tipos de websites com a intenção de criar mensagens personalizadas e de entender as necessidades dos consumidores com mais profundidade. Eles supostamente facilitam o processo de tomada de decisão, tornam a navegação mais fácil e dão aos usuários uma sensação de trato social e personalização. Até agora, a pesquisa na área tem focado nos aspectos positivos de usar tais sistemas. Pouco esforço tem sido feito, entretanto, para tentar reconhecer e corrigir situações nas quais eles não apresentam um bom desempenho. Este trabalho é o resultado de uma pesquisa exploratória destinada a entender a amplitude do conceito de falha em ambientes personalizados, assim como seus antecedentes e consequentes. Baseados na técnica do incidente crítico, coletamos a opinião de 86 participantes em um ambiente multicultural e usamos suas respostas para elaborar um framework abrangente para a falha em recomendação, considerando as diferentes motivações para o uso da internet.Palavras-chave: personalização, compra on-line, agentes de recomendação, falha na recomendação

The Implications of Advertising Personalization for Firms, Consumers, and Ad Platforms

The personalization of advertising offers firms tremendous potential. If done right, firms can address consumers with more relevant ads, leading to more positive consumer responses. Nevertheless, firms are struggling with how to design personalization strategies and face the challenge to correctly assess advertising effectiveness. With this research, we advance the understanding of advertising personalization and its implications for firms, consumers, and ad platforms. With the help of a large-scale field experiment, we present evidence for how firms should design their personalization strategies. We find that high levels of personalization specificity pay off for firms. At the same time, socially targeting personalized ads, where names of consumers' friends are included in the ad text, leads to less positive consumer responses. To advance the understanding of privacy concerns in advertising personalization, we conduct a lab experiment using eye tracking technology. Our findings reveal that firms cannot use intrusive ads that cause privacy concerns to attract consumers' attention. Such a strategy is harmful as it decreases consumers' overall attention towards ads, eventually leading to less positive consumer responses. An examination of contracts between firms and ad platforms exposes that these contracts might not be in the economic interest of firms. We conduct a large field experiment and our analysis reveals that currently implemented contracts between ad platforms and firms lead to an incentive misalignment that is harmful for firms. While ads generally increase consumers' likelihood to purchase, firms pay more for ads that are not providing higher value to them

Istraživanje čimbenika utjecaja na izbjegavanje personaliziranih oglasa na Facebooku

Ad personalization is becoming the dominant promotional tactic, further enhanced by new technologies applications. Greater efficiency is the main goal of such an advertising approach, but it can cause the appearance of the so-called “privacy paradox” that can induce negative consumer reactions in terms of avoiding such ads. This paper investigates the factors influencing the avoidance of personalized ads communicated through the social network Facebook. Part of the research model deals with the impact of perceived personalization, perceived irritation, and perceived privacy concerns on skepticism towards advertising and advertising avoidance. Furthermore, the empirical research was conducted on data collected through the Facebook and WhatsApp mobile applications. Following the obtained results, there is no negative effect of perceived personalization to skepticism towards advertising while it exists toward advertising avoidance. Furthermore, a positive effect of perceived irritation to skepticism towards advertising does not exist, but positive effects to ad avoidance do. The direct positive effect of perceived privacy concerns to skepticism and ad avoidance was not found. Also, skepticism about personalized ads was found not to be positively associated with avoiding personalized ads. In addition to new insights, the results can help design and implement promotional campaigns through social media technologies.Personalizacija oglasa postaje dominantna promotivna taktika koja se dodatno poboljšava primjenom novih tehnologija. Veća učinkovitost glavni je cilj takvog pristupa oglašavanju koji može uzrokovati i pojavu takozvanog „paradoksa privatnosti“ te time izazvati negativne reakcije potrošača u smislu izbjegavanja takvih oglasa. Ovaj rad istražuje čimbenike koji utječu na izbjegavanje personaliziranih oglasa komuniciranih putem društvene mreže Facebook. U okviru istraživačkog modela razmatra se utjecaj percipirane personalizacije, percipirane iritacije i percipirane zabrinutosti za privatnost na skepticizam prema oglasima i njihovom izbjegavanju. Provedeno je empirijsko istraživanje nad podacima prikupljenih putem mobilnih aplikacija Facebook i WhatsApp. U skladu s dobivenim rezultatima, utvrđeno je da ne postoji negativan utjecaj percipirane personalizacije na skepticizam prema oglasima dok postoji prema njihovom izbjegavanju. Izravni pozitivni utjecaj percipirane zabrinutosti za privatnost na skepticizam i izbjegavanje oglasa nije utvrđen. Utvrđeno je da pozitivan utjecaj percipirane iritacije oglasa na skepticizam ne postoji ali postoji vrlo jak utjecaj te varijable na izbjegavanje oglasa. Također, utvrđeno je da skepticizam prema personaliziranim oglasima nema pozitivan utjecaj na izbjegavanje personaliziranih oglasa. Osim novih spoznaja, rezultati ovog rada mogu biti korisni u osmišljavanju i provedbi promotivnih kampanja putem društvenih medija