On the impact of sequence and time in rich media advertising

Abstract

Nowadays, commercial websites use an increasing amount of rich media ads, since these ads grab users' attention more easily. Ad overloading has a counterproductive effect and we advocate a more parsimonious and finely-tuned use of ads. In this paper we stress the importance of using ads in the right sequence and at the right time. We also present how to use our web adaptation system for a classic web marketing multivariable test. The experimental results show the usefulness of optimizing banners' sequences and timing.

A gradual approach for maximising user conversion without compromising experience with high visual intensity website elements

“…Exploratory and goal-oriented usage patterns were explored, with a focus on differences between repeated content (Chatterjee, 2005). Another study investigated the sequential exposition of advertising content within editorial content, including differences in the order and time of placement of static, video and animated content (Baccot et al , 2009). These studies have shown that the overall effectiveness of marketing content increases with repetition, although a habituation (Portnoy and Marchionini, 2010) and wear-out effects are observed, especially for static content (Lee et al , 2015).…”

“…Differences were not scaled between exposures, and only clicks were monitored, without taking into account negative effects. Other research based on sequential exposition of animations (Baccot et al , 2009) reported a wear-out effect for repeated static and animated content without content changes between repetitions (Lee et al , 2015). Previous studies have also revealed that during repeated exposures, users may ignore advertising content due to a learned enduring disposition (Sun et al , 2008) or repetition blindness (Mancero et al , 2007).…”

Reinforcement Learning for Online Optimization of Banner Format and Delivery

“…In our previous work (Baccot et al, 2009), we have shown that adding a banner close to the end of a browsing session can lead to an increase of users' interest levels and lengthen sessions' duration.…”

“…In order to experimentally validate our approach, like in the previous case study, we use a navigation simulator that has been seeded with the data collected from 170 users from our previous work (Baccot et al, 2009) in which we also have sequences of three similar banner types. We have already concluded which sequence of banners is the best (basic/animated/video).…”

“…Once the various banners of an ad campaign are produced, a legitimate question arises (Baccot et al, 2009): among various options, and for the same banner content, what is the optimal banner format and delivery policy?…”