Transcript Unit 7 part 2

On-line Advertising
• Over 500 on-line marketing messages a day
by 2005
• Challenge for advertiser to connect with online consumers
• Banner and sponsored advertisements
Banner Advertisements
• Controversial
• Not producing
predicted yields
– e.g., Kennerdale
(2001)
• Significant decrease in
banner advertising
revenue in 2000
– Bayan (2001)
Banners
• Reduced click-through
rates on banners
• Massive number of
banner ads
• Not creative
• Still, ~40% of on-line
ads are banners
• Mere exposure
Sponsored Content
• Message embedded in web site and related
to site content
• Popular with informational sites
• Company provide content/material to a site
– Usually, a site related to the company’s product
Sponsored
• Site benefits from “expert endorser”
• Company’s expertise, trust, and credibility
reinforced (Logan 2000)
• Increase brand awareness
• Enhance corporate or brand image
Speed & Thompson (2000)
• Classical conditioning framework
• Consumers’ attitudes about sports event
– Personal liking of event
– Perceived status of event
– Nature of the “US”
• Perceptions of sponsor-event fit
• Measured attitudes toward sponsor
– This is the “CR”
• Undergrad and postgrad students
• Questionnaire on opinions of sporting
events and sponsors
• Positive response stronger when
– Good sponsor-event match-up
– Sponsor seen as sincere
– Consumer has positive attitudes toward event
Becker-Olsen (2003)
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Compared banner and sponsored content
Fictitious informational web site
Three sponsors
Three product categories
Examined attitudinal effects and belief
measures to advertisers and site
• Purchase intentions measured
Theory
• Sponsored ads
– Provide information (learning)
– Cognitive processing
• Banners
– Less effort to process
– Not associated with positive affect from
increased learning
Study
• Is sponsored content better than banner at
increasing positive affect and purchase intent?
• Are sponsored and banner ads processed
differently?
• Subjects read printout of CollegeLife101.com
– Hotlink buttons (banners) down left side for
services, centre article written by sponsor
• Asked questions
Findings
• Website receives highest attitude benefit when
no advertising at all
• Sponsored ad gives favourable attitude to brand
• Sponsor and banner ads processed differently
• However, subjects disliked being “tricked” into
reading sponsored advertisements
– Banner ads were recognized as ads; banners could
be easily ignored
– Hit-fit banners can improve attitude to brand
Diao & Sundar (2003)
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Subjects shown 4 websites
Banners and pop-up windows
Animated or non-animated
Orienting responses (OR) measured (ECG)
– Sign tracking
• Recall and recognition memory tests for ads
Findings
• Pop-up ads elicit OR
• Banners, even animated ones, show low OR
• Overall, animation not that important in
producing OR
– Message content more important
• Ad recognition lower, but ad recall higher,
for pop-ups compared to banners