On the impact of sequence and time in rich media advertising

Nowadays, commercial websites use an increasing amount of rich media ads, since these ads grab users’ attention more easily. Ad overloading has a counterproductive effect and we advocate a more parsimonious and finely-tuned use of ads. In this paper we stress the importance of using ads in the right sequence and at the right time. We also present how to use our web adaptation system for a classic web marketing multivariable test. The experimental results show the usefulness of optimizing banners’ sequences and timing. Categories and Subject Descriptors D.2.11 [Software Engineering]: Software Architectures General Terms Algorithms, Human factors, Performance Keywords Rich media advertiving, Banner sequences, Advertisement impact

• Type: Conference
• Year: 2009
• Where: MM
• Authors: Benoit Baccot, Omar Choudary, Romulus Grigoras, Vincent Charvillat
• Keywords: Ads Grab Users, MM 2009, Multimedia, Rich Media, Rich Media Ads