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(M)ad to see me? Intelligent advertisement placement: balancing user annoyance and advertising effectiveness.

Nguyen, Ngoc Thi orcid logoORCID: 0000-0003-1011-8937, Zuniga, Agustin orcid logoORCID: 0000-0002-6481-3559, Lee, Hyowon orcid logoORCID: 0000-0003-4395-7702, Hui, Pan orcid logoORCID: 0000-0002-4543-772X, Flores, Huber orcid logoORCID: 0000-0003-4551-629X and Nurmi, Petteri orcid logoORCID: 0000-0001-8262-6434 (2020) (M)ad to see me? Intelligent advertisement placement: balancing user annoyance and advertising effectiveness. In: ACM Conference on Interactive, Mobile, Wearable and Ubiquitous Technologies (IMWUT), 12-17 Sept 2020, Online.

Abstract
Advertising is an unavoidable albeit a frustrating part of mobile interactions. Due to limited form factor, mobile advertisements often resort to intrusive strategies where they temporarily block the user’s view in an attempt to increase effectiveness by forcing the user’s attention. While such strategies contribute to advertising awareness and effectiveness, they do so at the cost of degrading the user’s overall experience and can lead to frustration and annoyance. In this paper, we contribute by developing Perceptive Ads as an intelligent advertisement placement strategy that minimizes disruptions caused by ads while preserving their effectiveness. Our work is the first to simultaneously consider the needs of users, app developers, and advertisers. Ensuring the needs of all stakeholders are taken into account is essential for the adoption of advertising strategies as users (and indirectly developers) would reject strategies that are disruptive but effective, while advertisers would reject strategies that are non-disruptive but inefficient. We demonstrate the effectiveness of our technique through a user study with N = 16 participants and two representative examples of mobile apps that commonly integrate advertisements: a game and a news app. Results from the study demonstrate that our approach improves perception towards advertisements by 43.75% without affecting application interactivity while at the same time increasing advertisement effectiveness by 37.5% compared to a state-of-the-art baseline.
Metadata
Item Type:Conference or Workshop Item (Paper)
Event Type:Conference
Refereed:Yes
Additional Information:Part of UbiComp / ISWC 2020 Conference
Uncontrolled Keywords:Mobile Advertisement; Affective Computing; Mobile Cloud
Subjects:Computer Science > Information technology
Computer Science > Interactive computer systems
Computer Science > Visualization
DCU Faculties and Centres:DCU Faculties and Schools > Faculty of Engineering and Computing > School of Computing
Research Initiatives and Centres > INSIGHT Centre for Data Analytics
Published in: Proceedings of the ACM on Interactive, Mobile, Wearable and Ubiquitous Technologies. 4(2). Association for Computing Machinery (ACM).
Publisher:Association for Computing Machinery (ACM)
Official URL:https://dx.doi.org/10.1145/3397324
Copyright Information:© 2020 Association for Computing Machinery
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
Funders:Helsinki Institute for Information Technology HIIT and the European Regional Funds through the IT Academy Programme
ID Code:25839
Deposited On:12 May 2021 11:01 by Hyowon Lee . Last Modified 02 Jun 2021 16:10
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