On the impact of sequence and time in rich media advertising

ABSTRACT

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.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.1 Multimedia Information Systems

General Terms:
Algorithms, Human Factors, Performance

Keywords:
advertisement impact, banner sequences, rich media ads