Reference Information:
Author Bios:
University College
London
Miguel Malheiros:
PhD Student
Information security group: department of computer science
Charlene Jennett:
Research Associate
Information security group: department of computer science
Snehalee Patel
Sacha Brostoff:
Research Associate
Human Centred Systems Group:
department of computer science
M. Angela Sasse:
Head of
Information Security Research
Information security group: department of computer science
Summary:
This
research group looked into users’ reactions to various types of ads. In
particular, they used untargeted rich media ads, targeted rich media ads, and
personalized rich media ads using PII of first name and photo. So, they created
a study that asked the users to book a holiday. Over time, the ads they
encountered became more and more personal. In this study, the researchers
wanted to understand which ads were noticed the most/least, which ads were the
most comfortable/uncomfortable, and which ads were the most/least interesting.
These were discovered by tracking the eye movements of the participants, recording
the total fixation duration, and a post-task interview and questionnaire. In
order to not draw unnatural attention to the ads, they advertised the research
as “Perceptions of a Travel Website”.
Results:
The
personalized rich media ads using PII received twice as much attention compared
to the other ads. The questionnaire used SPSS. 97% percent of participants said
they were more likely to notice the ad if it contained their photo. 77% if the
ad contained their holiday destination and 57% if it said their name. When
looking at how comfortable the participant was, 87% were comfortable with the
ads using their holiday destination. 80% were uncomfortable with their photo
being displayed, and 66% were uncomfortable with their name in the ads. The
last part of the questionnaire asked about how much they would take an interest
in ads. 77% would take an interest if the ad used their holiday destination.
However, 67% and 57% said they would not take an interest if the ad used their
photo or name, respectively. Overall, greater personalization achieves higher
attention, but overly high personalization increases discomfort.
Related work not referenced in the paper:
Selection of web sites for online advertising using the AHP
The interactive advertising model: How users perceive and process online ads
The impact of content and design elements on banner advertising click-through rates
Method and apparatus for targeted advertising
Computer interface method and apparatus with targeted advertising
Automatic personalization based on Web usage mining
Web personalization techniques for e-commerce
Privacy-preserving data mining
Targeting ads to subscribers based on privacy-protected subscriber profiles
The creativeness and effectiveness of online interactive rich media advertising
On the impact of sequence and time in rich media advertising
There
has been a lot of research over the best way of displaying ads, and they
recognize that targeted ads (behavioral and contextual) along with rich media
ads significantly improve effectiveness. Privacy costs have also been looked at.
All of these factors are appropriately talked about and gives the foundation
for their work. Even though this paper relies on a lot of previous research, it
uniquely investigates internet users’ perceptions of privacy because this research
group believes that “how a person feels about the practice of targeting might
be different to how they feel when presented with targeted ads in an actual
browsing situation”.
Evaluation:
They
divided up the experiment into three distinct categories: recorded numerical
data, a survey, and an interview. The recoded data displayed the total fixation
duration in numbers. So, this section used qualitative and objective measures.
The survey was divided into three subcategories: likely to notice, feeling
comfortable, and taking an interest. This was completed by having the user
circle a number (1 through 5) for each subcategory. Therefore, this category
takes into account qualitative and subjective measures. The last category, the
interview, was divided into 5 subcategories: relevance, own photo, How did they
get my data?, access to/use of personal data, and other people seeing ads with
my data. This case obviously used quantitative and subjective measures since it
recorded participants’ opinions through dialog. The way they evaluated their experiment
was very thorough and covered a lot of different measurement types while
overlapping some data.
Discussion:
I
think this work will be used in the future to help companies design more
attractive and less intrusive ads. It was relatively interesting, but the
results seemed close to common sense. However, I think it was novel for them to
videotape the participants’ reaction. If you can put a number on that, it would
be much more useful than a survey. Their evaluation of this data was very
appropriate as mentioned in the evaluation section. Also looking into the
participants’ reactions makes this study novel, which was mentioned in the
related works section. A possible follow up study would be to see if a
participant would get used to their picture appearing in an ad after seeing it
multiple times.
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