Related papers: Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers Willingness to Pay

Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers Willingness to Pay

URL: http://arxiv.org/abs/2005.06834v1
Date: Thu, 14 May 2020 09:26:57 GMT
Title: Do Interruptions Pay Off? Effects of Interruptive Ads on Consumers Willingness to Pay
Authors: Alessandro Acquisti, Sarah Spiekermann
Abstract summary: We present the results of a study designed to measure the impact of interruptive advertising on consumers willingness to pay for products bearing the advertiser's brand. Our results contribute to the research on the economic impact of advertising, and introduce a method of measuring actual (as opposed to self-reported) willingness to pay in experimental marketing research.
Score: 79.9312329825761
License: http://arxiv.org/licenses/nonexclusive-distrib/1.0/
Abstract: We present the results of a study designed to measure the impact of interruptive advertising on consumers willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads that diverted their attention from a computer game they were testing. We found that ads significantly lowered subjects willingness to pay for a good associated with the advertised brand. We did not find conclusive evidence that providing some level of user control over the appearance of ads mitigated the negative impact of ad interruption. Our results contribute to the research on the economic impact of advertising, and introduce a method of measuring actual (as opposed to self-reported) willingness to pay in experimental marketing research.

Related papers

Why am I Still Seeing This: Measuring the Effectiveness Of Ad Controls and Explanations in AI-Mediated Ad Targeting Systems [55.02903075972816]
We evaluate the effectiveness of Meta's "See less" ad control and the actionability of ad targeting explanations following the shift to AI-mediated targeting. We find that utilizing the "See less" ad control for the topics we study does not significantly reduce the number of ads shown by Meta on these topics. We find that the majority of ad targeting explanations for local ads made no reference to location-specific targeting criteria.
arXiv Detail & Related papers (2024-08-21T18:03:11Z)
A Multimodal Analysis of Influencer Content on Twitter [40.41635575764701]
Line between personal opinions and commercial content promotion is frequently blurred. This makes automatic detection of regulatory compliance breaches related to influencer advertising difficult. We introduce a new Twitter (now X) dataset consisting of 15,998 influencer posts mapped into commercial and non-commercial categories.
arXiv Detail & Related papers (2023-09-06T15:07:23Z)
Discrimination through Image Selection by Job Advertisers on Facebook [79.21648699199648]
We propose and investigate the prevalence of a new means for discrimination in job advertising. It combines both targeting and delivery -- through the disproportionate representation or exclusion of people of certain demographics in job ad images. We use the Facebook Ad Library to demonstrate the prevalence of this practice.
arXiv Detail & Related papers (2023-06-13T03:43:58Z)
Problematic Advertising and its Disparate Exposure on Facebook [15.667983888666312]
We study Facebook and investigate key gaps in our understanding of problematic online advertising. We find that older people and minority groups are especially likely to be shown such ads. Given that 22% of problematic ads had no specific targeting from advertisers, we infer that ad delivery algorithms played a significant role in the biased distribution of these ads.
arXiv Detail & Related papers (2023-06-09T17:23:59Z)
Mechanism Design for Ad Auctions with Display Prices [6.895321502252051]
We study ad auctions with display prices from the perspective of mechanism design. We derive the welfare-maximizing and revenue-maximizing auctions for any realization of the price profile. Our results reveal that the display prices do affect the design of ad auctions and the platform can leverage such information to optimize the performance of ad delivery.
arXiv Detail & Related papers (2023-03-23T11:46:48Z)
Persuasion Strategies in Advertisements [68.70313043201882]
We introduce an extensive vocabulary of persuasion strategies and build the first ad image corpus annotated with persuasion strategies. We then formulate the task of persuasion strategy prediction with multi-modal learning. We conduct a real-world case study on 1600 advertising campaigns of 30 Fortune-500 companies.
arXiv Detail & Related papers (2022-08-20T07:33:13Z)
Online-to-Offline Advertisements as Field Experiments [0.17877823660518105]
We study the difference in offline behavior between customers who received online advertisements and regular customers. We then find a long-run effect of this externality of advertising that a certain portion of the customers invited to the offline shops revisit these shops.
arXiv Detail & Related papers (2020-10-18T22:04:56Z)
An Empirical Study of In-App Advertising Issues Based on Large Scale App Review Analysis [67.58267006314415]
We present a large-scale analysis on ad-related user feedback from App Store and Google Play. From a statistical analysis of 36,309 ad-related reviews, we find that users care most about the number of unique ads and ad display frequency during usage. Some ad issue types are addressed more quickly by developers than other ad issues.
arXiv Detail & Related papers (2020-08-22T05:38:24Z)
Online Causal Inference for Advertising in Real-Time Bidding Auctions [1.9336815376402723]
This paper proposes a new approach to perform causal inference on advertising bought through real-time bidding systems. We first show that the effects of advertising are identified by the optimal bids. We introduce an adapted Thompson sampling (TS) algorithm to solve a multi-armed bandit problem.
arXiv Detail & Related papers (2019-08-22T21:13:03Z)

This list is automatically generated from the titles and abstracts of the papers in this site.