快讯从新闻到广告的注意力溢出：来自眼球追踪实验的证据

IF 5.1 1区管理学 Q1 BUSINESS

Journal of Marketing Research Pub Date : 2024-05-12 DOI:10.1177/00222437241256900

Andrey Simonov, Tommaso Valletti, Andre Veiga

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引用次数: 0

摘要

作者调查了网络新闻内容对展示广告效果的影响。在一项随机在线实验中，参与者阅读随机搭配品牌广告的新闻文章。作者利用非侵入式眼动跟踪技术，测量了个人对文章和广告的注意力。然后，作者测量广告回忆，参与者在现金和特定品牌代金券之间做出选择。对文章的高度关注导致了对同一页广告的 "溢出 "关注，这反过来又增加了品牌回忆和购买概率。作者还考虑了新闻内容类型的影响，区分了 "硬 "新闻和 "软 "新闻。他们发现，在硬新闻旁边做广告至少与在软新闻旁边做广告一样有效。这就为广告商针对敏感新闻话题实施 "屏蔽名单 "提供了反驳证据。作者讨论了注意力溢出效应对考虑在数字广告领域投资吸引人的新闻内容的公司的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

EXPRESS: Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

The authors investigate the impact of online news content on the effectiveness of display advertising. In a randomized online experiment, participants read news articles randomly paired with brand advertisements. Leveraging non-intrusive eye-tracking technology, the authors measure individual attention to both articles and ads. The authors then measure ad recall, and participants make choices between cash and brand-specific vouchers. Heightened attention to articles results in “spillover” attention to ads on the same page which, in turn, increases both brand recall and purchase probability. The authors also consider the effect of news content type, differentiating between “hard” and “soft” news. They find that advertising next to hard news is at least as effective as advertising next to soft news. This provides evidence against the blunt implementation of “block lists” for sensitive news topics by advertisers. The authors discuss the implications of attention spillovers for firms contemplating investments in engaging news content within the digital advertising landscape.

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来源期刊

Journal of Marketing Research BUSINESS-

CiteScore

10.30

自引率

6.60%

发文量

期刊介绍： JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.