User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

Belanche, Daniel; Flavián, Carlos; Pérez-Rueda, Alfredo

doi:10.1016/j.tele.2017.04.006

Cited by 65 publications

(76 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The problem lies in the paradoxical connection between the programs ratings before and after the ad unit [16]. In the multichannel environment, the ad skipping behaviors may result in lower ratings [17]. Restoration of the program rating after the ad unit depends on the decision to watch or skip the program; i.e., give preference to the programs broadcast by the concurrent channels.…”

Section: Discussionmentioning

confidence: 99%

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Азаров

Krupelnitsky

Rakytyanska

2018

Data

View full text Add to dashboard Cite

The purpose of this study is to control the ratio of programs of different genres whenforming the broadcast grid in order to increase and maintain the rating of a channel. In themultichannel environment, television rating controls consist of selecting content, the ratings ofwhich are completely restored after advertising. The hybrid approach to rule set refinement basedon fuzzy relational calculus simplifies the process of expert recommendation systems construction.By analogy with the problem of the inverted pendulum control, the managerial actions aim to retainthe balance between the fuzzy demand and supply. The increase or decrease trends of the demandand supply are described by primary fuzzy relations. The rule-based solutions of fuzzy relationalequations connect significance measures of the primary fuzzy terms. Program set refinement bysolving fuzzy relational equations allows avoiding procedures of content-based selective filtering.The solution set generation corresponds to the granulation of television time, where each solutionrepresents the time slot and the granulated rating of the content. In automated media planning,generation of the weekly TV program in the form of the granular solution provides the decrease oftime needed for the programming of the channel broadcast grid.

show abstract

Section: Discussionmentioning

confidence: 99%

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Азаров

Krupelnitsky

Rakytyanska

2018

Data

View full text Add to dashboard Cite

show abstract

“…The problem lies in the paradoxical connection between the programs ratings before and after the ad unit [15]. In the multichannel environment, the ad skipping behaviors may result in the lower ratings [16]. Restoration of the program rating after the ad unit depends on the decision to watch or skip the program, i.e.…”

Section: Discussionmentioning

confidence: 99%

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Азаров

Krupelnitsky

Rakytyanska

2018

Preprint

View full text Add to dashboard Cite

The purpose of the study is to control the ratio of programs of different genres when forming the broadcast grid in order to increase and maintain the rating of the channel. In the multichannel environment, television rating control consists of selecting such content, ratings of which are completely restored after advertising. A hybrid approach combining the benefits of semantic training and fuzzy relational equations in simplification of the expert recommendation systems construction is proposed. The problem of retaining the television rating can be attributed to the problems of fuzzy resources control. The increase or decrease trends of the demand and supply are described by primary fuzzy relations. The rule-based solutions of fuzzy relational equations connect significance measures of the primary fuzzy terms. Rules refinement by solving fuzzy relational equations allows avoiding labor-intensive procedures for the generation and selection of expert rules. The solution set generation corresponds to the granulation of the television time, where each solution represents the time slot and the granulated rating of the content. In automated media planning, generation of the weekly TV program in the form of the granular solutions provides the decrease of the time needed for the programming of the channel broadcast grid.

show abstract

“…An initial block asked participants about their general perceptions and intentions towards the publisher website, using scales of perceived usefulness (from Bhattacherjee 2001), continuance intentions (Belanche et al 2014) and WOM intentions (Ryu et al 2012). The second block dealt with advertising effectiveness, and measured attitude toward the ad and direct questions of ad recall and brand recall to be assessed as a dummy right/wrong variable based on Belanche et al (2017aBelanche et al ( , 2017b. The third block consisted of measures about users' experience toward the ad and included scales of advertising intrusiveness (McCoy et al 2018), perceptions of goal impediment (Li and Huang 2016), intention to install an ad blocker (based on Shiller et al 2018), and their opinion about whether that kind of ad should "disappear", "be banned" and "forbidden" (own elaboration).…”

Section: Methodsmentioning

confidence: 99%

“…This kind of communication management could be described as irresponsible, and may damage the interrelation between consumers, publishers and advertisers (Ha and McCann 2008). Because an irresponsible use of communication sometimes results in dissatisfying experiences (Kitchen and Sheth 2016;Lim, Chock, and Golan 2018), consumers try to avoid intrusive ads by all means (Kelly, Kerr, Drennan 2010;Belanche, Flavián, and Pérez-Rueda 2017b). Despite such kind of catastrophic communication interaction, little has been done in the last decades to enhance the online advertising experience or at least mitigate the problems derived of a highly dissatisfying or annoying experience.…”

Section: Introductionmentioning

confidence: 99%

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

Belanche

2019

Journal of Marketing Communications

View full text Add to dashboard Cite

This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasingly appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal and social responsibility for the common good. A basic exploratory replication study is presented to stimulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars.

show abstract

User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors

Cited by 65 publications

References 58 publications

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Television Rating Control in the Multichannel Environment Using Trend Fuzzy Knowledge Bases and Monitoring Results

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

Contact Info

Product

Resources

About