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Online Advertising as a New Story: Effects of User-Driven Photo Advertisement in Social Media

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Conference Proceedings of HCI International 2013 at Las Vegas.

Published in Lecture Notes in Computer Science on Human Computer Interaction (http://link.springer.com/content/pdf/10.1007%2F978-3-642-39253-5_12.pdf)

Published in: Technology, Business
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Online Advertising as a New Story: Effects of User-Driven Photo Advertisement in Social Media

  1. 1. Online Advertising as a New Story @HCI International 2013 Effects of User-Driven Photo Advertisement in Social Media Min Shin, Yonsei University, Korea
  2. 2. Introduction Mobile device has infiltrated into our lives (79% - 2hours everyday, IDC research 2013) ! Social media is at the center of mobile activities (70% - Facebook) ! Experience of highest sense of connectedness through social network services ! Mobile & Social Media = New media environment for advertising 2/26
  3. 3. Mobile & Social Media Advertising interface Sponsored Stories Page Posts Ads Promoted Tweets 3/26
  4. 4. Current Interface: ‘Display’ ads in personal mobile space
  5. 5. Problems ‘Banner Blindness’ : Users tend to ignore online banner advertisement on purpose (Benway, 1998) ! Feelings of irritation elicited and adverts avoided when perceived as intrusive (Edwards et al, 2002) ! User adopt more negative intentions when a site display advertisement (McCoy et al, 2007) ! Online banner advertisements click-through rate is decreasing steadily (Idemudia et al, 2007) 5/26
  6. 6. Previous Works Mobile ads effectiveness: Context, trust & attitude (Ozaki, 2004) ! Consumers may be willing to tolerate contextually targeted ads more than other ads because regarding it as information (Goldfarb and Tucker, 2011)
  7. 7. More contextual More informational More effective Interface Design
  8. 8. How to design engaging advertising interface?
  9. 9. Photo Contents on SNS Getting bigger and important ! People share their story with images ! Most shared content type : Photo - Wildfire (2012) Source : Facebook(2012) 9/26
  10. 10. User Driven Ads Interface Browser Browser User’s Social Network Space User’s Social Network Space Text Information Text Information Click Image Space Advertisement Logo Other Contents Other Contents 10/26
  11. 11. User Driven Ads Interface Shared Photo Brand Logo Combined Ad 11/26
  12. 12. Prototype Video
  13. 13. Psychological Context- 1 Self-presentation: Connect to self-concept ! Psychological mediator of contents sharing in online (Taylor et al, 2012) ! Sharing ads & photo = Self-presentation 13/26
  14. 14. Psychological Context- 2 Emotional & Cognitively tagged information ! Guiding choice strongly driven by emotion (Peatfiled et al, 2012) 14/26
  15. 15. Psychological Context- 3 Self-referential effect: self function as a super ordinate schema that is deeply involved in the processing, interpretation and memory (Rogers et al, 1977) Link between social cognition and self-referential thought. Social cognition about the mental state of another person increase self-referential effect (Mitchell et al, 2005) 15/26
  16. 16. Prototype & Experiments
  17. 17. Prototype & Experiment Hypothesis 1: The brand logo on photo will arouse users’ attention in positive way. ! Hypothesis 2: The user-driven ads interface will be more effective to memorize advertisements than current ads interface 17/26
  18. 18. Prototype & Experiment Test pages of Facebook :popularity & universal familiarity ! Created 4 Facebook mobile test pages : 2 x 2(current & new / famous & anonymous) : 8 ads inserted : Rest of contents are identical : Provide blank box to write recalled ads ! Experiments design & the number of participants (between subject design) Current design Proposed design Total Famous brand 25 27 52 Anonymous brand 26 25 51 Total 51 52 103 18/26
  19. 19. Prototype & Experiment (A) Famous-Current (B) Famous-New Design Click (C) Anonymous-Current (D) Anonymous-New Design Click 19/26
  20. 20. Results : Effect of User-driven ads interface
  21. 21. Result -1 Brand Logo Effect H1) Brand logo on friends’ photo has drawn attention as much as current Facebook ads (empirical eye-tracker study, ) 21/26
  22. 22. Result -1 Brand Logo Effect H1) The attention caused from more positive than negative attitude: Participants answered how much they agree about brand logo on friends’ photo with shown adjectives (useful, interesting, irritating and disturbing) by 7 scale agree to disagree measure (p <.05) 6 5.20 5 4.90 3 2 2.64 1.41 0 Famous Negative(irritating, disturbing) Anonymous Positive(useful, interesting) 22/26
  23. 23. Result - 2 Retrieval Performance H2) The number of recalled ads mean difference between new interface and current interface was significantly valuable. In both famous and anonymous brand condition, participants recalled significantly more ads in the user driven interface. (p<.05) 5 4.22 4 2.96 3 1 1.92 1.56 0 Famous Current Anonymous New 23/26
  24. 24. Conclusion Summary: Current mobile social media ads design is limited to display. The user-driven ads interface made an association between shared image story and related ads. This interface made positive attention by brand logo and more powerful to recall ads. ! Limitations: Not explored self-presentation desire to share ads with their photo. The attention of brand logo is not fully researched about long-term effectiveness. The effects tested only instant response just after using test pages. The usability value was not explored. ! Future step: Test of long-term perspective in terms of attention, effectiveness and usability. Explore what motivates people share ads with their images (profit or others) 24/26
  25. 25. Context between image and ads = Online Advertising as a New Story
  26. 26. Thank You @HCI International 2013 Min Shin, School of Integrated Technology, Yonsei University

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