The effects of online advertising

McCoy, Scott; Everard, Andrea; Polák, Peter; Galletta, Dennis F.

doi:10.1145/1226736.1226740

Cited by 189 publications

(134 citation statements)

References 5 publications

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“…As a consequence of the low effectiveness of conventional Web advertising, only a very small fraction 3 of highly frequented Web sites have enough potential to actually generate sufficient revenue from advertising. Although intrusive advertising can temporarily increase the click-through rate [30], it can also negatively affect brand perception, ultimately leading to ad avoidance [19]. All of this, however, does not mean that Web advertising does not work, however.…”

Section: Introductionmentioning

confidence: 99%

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An Effective Defense against Intrusive Web Advertising

Krammer

2008

2008 Sixth Annual Conference on Privacy, Security and Trust

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Intrusive Web advertising such as pop-ups and animated layer ads, which distract the user from reading or navigating through the main content of Web pages, is being perceived as annoying by an increasing number of users. As a response to the growing amount of extraneous content on today's Web and due to the lack of regulations imposed on abusive advertisers the author discusses the pros and cons of ad blocking, explores the different types of Web advertisements currently available and presents Quero, a novel Web browser-based content filter which implements a rulebased classifier that exploits, for example, hints present in the URL in order to classify objects as ads. Additionally, the author conducts a Web study to characterize online ads and measure the effectiveness of his solution against a manual classification. As a result, it is shown that a surprisingly small number of rules is sufficient to block almost all ads on the Web.

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Section: Introductionmentioning

confidence: 99%

“…I chose to study the Alexa Global Top 500 [2] list of popular Web sites to study and extracted the list of the 500 most visited domains as of 2007-02- 19. Alexa monitors global Web traffic by deploying a Web browser toolbar that tracks the surfing activity of users who voluntarily agree to install it.…”

mentioning

confidence: 99%

An Effective Defense against Intrusive Web Advertising

Krammer

2008

2008 Sixth Annual Conference on Privacy, Security and Trust

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“…Once the Internet became a marketing tool, the amount of advertising executed through it grew continuously (McCoy et al 2007). Based on the research conducted by Rodgers and Thorson (2000) and Burns and Lutz (2006) Researchers use these statistics to underscore the ineffectiveness of online advertising (Cho and Cheon 2004).…”

Section: Consumers' Low Attention To Online Advertisingmentioning

confidence: 99%

Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path

Bang

Lee

2016

Journal of Current Issues & Research in Advertising

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Supervisor: Wei-Na Lee Past research repeatedly suggests consumer's defensive response to persuasive attempts is a key challenge for advertisers. Given the explosive growth of social media, this study aims to understand if consumer response to ads placed in a social network site could be influenced by ad location and the path through which the ad is delivered.Findings from an experiment suggest that consumers' attention to ads in SNSs is remarkably low. Furthermore, the interaction between ad location and the path significantly influences consumers' attitudes toward the ad, attitudes toward the brand, and purchase intention. Specifically, it appears that an ad placed inside users' timeline and sent through via known others, the indirect path, yielded favorable consumer response. On the other hand, consumers responded more favorably to an ad sent by the advertiser, the direct path, than that sent by known others if the ad is placed outside users' timeline. Implications and suggestions for future research are provided.vii

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“…The promotional strategies that are more suitable to these unique characteristics of the WWW have also been studied. (McCoy et al, 2007;Doren et al, 2000;Breitenbach and Doren, 1998;Rowley, 2001). Being the main vehicle of communication in internet marketing, web sites have received considerable attention in research.…”

Section: Marketing Functions Through the Medium Of The Internetmentioning

confidence: 99%