NDLI: Improving the effectiveness of time-based display advertising

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Improving the effectiveness of time-based display advertising

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Improving the effectiveness of time-based display advertising

Content Provider	ACM Digital Library
Author	Suri, Siddharth Goldstein, Daniel G. McAfee, Randolph Preston
Abstract	Display advertisements are typically sold by the impression, where one impression is simply one download of an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing returns to increased exposure time [Goldstein et al. 2011]. Since a pricing scheme that is at least partially based on time is more exact than one based solely on impressions, time- based advertising may become an industry standard. We answer an open question concerning time-based pricing schemes: how should time slots for advertisements be divided? We provide evidence that ads can be scheduled in a way that leads to greater total recollection, which advertisers value, and increased revenue, which publishers value. We document two main findings. First, we show that displaying two shorter ads results in more total recollection than displaying one longer ad of twice the duration. Second, we show that this effect disappears as the duration of these ads increases. We conclude with a theoretical prediction regarding the circumstances under which the display advertising industry would benefit if it moved to a partially or fully time-based standard.
Starting Page	639
Ending Page	654
Page Count	16
File Format	PDF
ISBN	9781450314152
DOI	10.1145/2229012.2229059
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-06-04
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Memory Exposure Recall Time Advertising Recognition Display
Content Type	Text
Resource Type	Article

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