High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten
ACM Transactions on Computer-Human Interaction (TOCHI)
Financial incentives and the "performance of crowds"
Proceedings of the ACM SIGKDD Workshop on Human Computation
The good, the bad, and the random: an eye-tracking study of ad quality in web search
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
Designing incentives for inexpert human raters
Proceedings of the ACM 2011 conference on Computer supported cooperative work
Modern Applied Statistics with S
Modern Applied Statistics with S
Utility of human-computer interactions: toward a science of preference measurement
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Online Display Advertising: Targeting and Obtrusiveness
Marketing Science
The effects of exposure time on memory of display advertisements
Proceedings of the 12th ACM conference on Electronic commerce
Improving the effectiveness of time-based display advertising
Proceedings of the 13th ACM Conference on Electronic Commerce
| Hi-index | 0.00 |
Display advertisements vary in the extent to which they annoy users. While publishers know the payment they receive to run annoying ads, little is known about the cost such ads incur due to user abandonment. We conducted a two-experiment investigation to analyze ad features that relate to annoyingness and to put a monetary value on the cost of annoying ads. The first experiment asked users to rate and comment on a large number of ads taken from the Web. This allowed us to establish sets of annoying and innocuous ads for use in the second experiment, in which users were given the opportunity to categorize emails for a per-message wage and quit at any time. Participants were randomly assigned to one of three different pay rates and also randomly assigned to categorize the emails in the presence of no ads, annoying ads, or innocuous ads. Since each email categorization constituted an impression, this design, inspired by Toomim et al., allowed us to determine how much more one must pay a person to generate the same number of impressions in the presence of annoying ads compared to no ads or innocuous ads. We conclude by proposing a theoretical model which relates ad quality to publisher market share, illustrating how our empirical findings could affect the economics of Internet advertising.