A noisy-channel approach to contextual advertising
Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
Online learning from click data for sponsored search
Proceedings of the 17th international conference on World Wide Web
To swing or not to swing: learning when (not) to advertise
Proceedings of the 17th ACM conference on Information and knowledge management
Towards personalized advertising in sponsored search
FDIA'09 Proceedings of the Third BCS-IRSG conference on Future Directions in Information Access
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The World Wide Web provides an alternative way for practitioners to deliver advertising message, but recently Web advertising has endured much scrutiny due to its failure to engage consumers in interaction with advertising message. The dismal click-through rates, along with consumers' intentional ignoring Web advertising, suggest that we need to look beyond the conscious processing of Web advertising. Despite the continued effort to theorize how Web advertising works, little has been known about how Web advertising may affect consumers' responses when the Web advertisements are outside of consumers' attentional focus. In this context, this dissertation study examines consumers' preattentive processing of Web advertising. Preattentive processing of Web advertising is defined as paying involuntary attention to Web advertisements during consumers' online activities. The purpose of this research was (1) to explore potential factors affecting the extent of preattentive processing of Web advertising, and (2) to examine relationship between preattentive processing and other advertising effectiveness measures (i.e., attitudes and consideration set formation). Four pretests preceded the main experiment to ensure that we selected appropriate product categories, stimuli, and manipulation scenarios. The main experiment featured a mixed-factorial design with two groups (control vs. preattentive processing), with ad prominence (static vs. animated Web ads) and the level of congruency (high vs. low) as between-subject factors, and product involvement as a within-subject factor. The results suggest that, despite Web advertisements were outside of subjects' attentional focus and thus subjects had poor explicit memories, it will induce greater implicit memories for the Web advertisements, a more favorable attitude toward the ad, and greater likelihood of inclusion of the advertised brand names in a consideration set. The results were, however, affected by the level of congruency between the ad vehicle (i.e., Webpage) and the banner ad. The findings suggest that even though Web advertisements are outside of consumers' attentional focus and consumers do not remember seeing it, there are subtle effects on various advertising effectiveness measures through preattentive processing. The findings of this study contribute both at theoretical and practical levels. Implications for both advertising theory and practice, limitations of the study, and suggestions for future research are discussed.