Interactive Ad Avoidance on Mobile Phones

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2022-08-03 DOI:10.1080/00913367.2022.2077266

Lennard Schmidt, Erik Maier

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引用次数: 6

Abstract

Abstract Ad avoidance (e.g., “blinding out” digital ads) is a substantial problem for advertisers. Avoiding mobile banner ads differs from active ad avoidance in nonmobile (desktop) settings, because mobile phone users interact with ads to avoid them: (1) They classify new content at the bottom of their screens; if they see an ad, they (2) scroll so that it is out of the locus of attention and (3) position it at a peripheral location at the top of the screen while focusing their attention on the (non-ad) content in the screen center. Introducing viewport logging to marketing research, we capture granular ad-viewing patterns from users’ screens (i.e., viewports). While mobile users’ ad-viewing patterns are concave over the viewport (with more time at the periphery than in the screen center), viewing patterns on desktop computers are convex (most time in the screen center). Consequently, we show that the effect of viewing time on recall depends on the position of an ad in interaction with the device. An eye-tracking study and an experiment show that 43% to 46% of embedded mobile banner ads are likely to suffer from ad avoidance, and that ad recall is 6 to 7 percentage points lower on mobile phones (versus desktop).

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手机上的交互式广告规避

摘要广告规避（例如，“屏蔽”数字广告）是广告商面临的一个重大问题。在非移动（桌面）设置中，避免手机横幅广告不同于主动广告避免，因为手机用户与广告互动是为了避免广告：（1）他们在屏幕底部对新内容进行分类；如果他们看到广告，他们（2）滚动，使其脱离关注点，并（3）将其定位在屏幕顶部的外围位置，同时将注意力集中在屏幕中心的（非广告）内容上。将视区记录引入营销研究，我们从用户的屏幕（即视区）捕获细粒度的广告观看模式。虽然移动用户的广告观看模式在视口上是凹的（在外围的时间比在屏幕中心的时间多），但台式电脑上的观看模式是凸的（大多数时间在屏幕中心）。因此，我们发现观看时间对回忆的影响取决于广告在与设备交互中的位置。一项眼动追踪研究和一项实验表明，43%至46%的嵌入式手机横幅广告可能会出现广告回避，而手机（与台式机相比）的广告召回率低6至7个百分点。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.