short-paper

Engagement-based user attention distribution on web article pages

Authors:

Oleg Rokhlenko,

Nadav Golbandi,

Limor LeibovichAuthors Info & Claims

HT '13: Proceedings of the 24th ACM Conference on Hypertext and Social Media

Pages 196 - 201

https://doi.org/10.1145/2481492.2481516

Published: 01 May 2013 Publication History

Abstract

The main monetization vehicle of many Web media sites are display ads located on article pages. Those ads are typically displayed either as banners on top of the page, or on the page's side bar. Advertiser ROI depends on the quality of ad targeting, as well as on how noticeable those ads are to users reading the article. Focusing on the latter issue, previous work has studied which ad positions are, on aggregate, more noticed by users.

This work takes the first step toward the personalized positioning of ads on article pages. We demonstrate a correlation between the level of attention that users devote to a story, and the position of the most noticeable graphic element on the side bar. In particular, we find that the graphic element most noticed by a user is roughly to the side of the point in the article where the user's attention waned. We argue that this finding lays the foundation for increasing display advertising effectiveness by tailoring ad positions on each article page impression to the user viewing it.

References

[1]

Athenia Association. Banner ad placement study. http://webreference.com/dev/banners/onethird.html, 1997.

[2]

R. Bagozzi and A. Silk. Recall, recognition, and the measurement of memory for print advertisements. Marketing Science, 2:95--134, 1983.

Digital Library

[3]

J. P. Benway and D. M. Lane. Banner blindness: Web searchers often miss "obvious" links. internetworking, Internet Technical Group, Rice University, 1998.

[4]

H. Berkman and C. Gilson. Advertising. Random House, New York, 2 edition, 1987.

[5]

C. L. Bovee, J. V. Thill, and G. P. Dovel. Advertising Excellence. Mcgraw-Hill, New York, NY, 1995.

[6]

J. Coiro. Exploring Changes to Reading Comprehension on the Internet: Paradoxes and Possibilities for Diverse Adolescent. University of Connecticut, 2007.

[7]

N. Craswell, O. Zoeter, M. Taylor, and B. Ramsey. An experimental comparison of click position-bias models. In Proc. of WSDM08, pages 87--94, 2008.

Digital Library

[8]

D. DeStefano and J.-A. LeFevre. Cognitive load in hypertext reading: A review. Computers in Human Behavior, 23(3):1616--1641, 2007.

Digital Library

[9]

M. C. Dyson. How do we read text on screen? In H. Oostendorp, L. Breure, and A. Dillon, editors, Creation, Deployment and Use of Digital Information. New Jersey: Lawrence Erlbaum Associates, 2005.

[10]

E. Eden, D. Lipson, S. Yogev, and Z. Yakhini. Discovering motifs in ranked lists of dna sequences. PLoS Comput Biol, 3(3):e39, 03 2007.

[11]

Y. Eshet-Alkali and Y. Amichai-Hamburger. Experiments in digital literacy. Cyberpsychol Behavior, 7(4):421--429, 2004.

[12]

W. Eveland Jr. and S. Dunwoody. An investigation of elaboration and selective scanning as mediators of learning from the web versus print. J. of Broadcasting & Electronic Media, 46(1):34--53, 2002.

[13]

L. Francisco-Revilla and J. Crow. Interpreting the layout of web pages. In Proceedings of the HT2009, pages 157--166, 2009.

Digital Library

[14]

D. G. Goldstein, R. P. McAfee, and S. Suri. The effects of exposure time on memory of display advertisements. In ACM-EC, pages 49--58, 2011.

Digital Library

[15]

D. G. Goldstein, R. P. McAfee, and S. Suri. Improving the effectiveness of time-based display advertising. In ACM-EC, pages 639--654, 2012.

Digital Library

[16]

Z. Guan and E. Cutrell. An eye tracking study of the effect of target rank on web search. In Proc. of the SIGCHI, pages 417--420, 2007.

Digital Library

[17]

K. Jain, M. Czerwinski, Y. Song, and L.-w. He. Evaluating the unaccounted cost of distraction of display ads to the users. In Proc. of the WebSci10: Extending the Frontiers of Society On-Line, 2010.

[18]

T. Ohno. Eyeprint: Using passive eye trace from reading to enhance document access and comprehension. Int. J. Hum. Comput. Interaction, 23(1&2):71--94, 2007.

[19]

M. Pagendarm and H. Schaumburg. Why are users banner-blind? the impact of navigation style on the perception of web banner. J. Dig. Inf., 2(1), 2001.

[20]

G. Paolacci, J. Chandler, and P. G. Ipeirotis. Running experiments on amazon mechanical turk. Judgment and Decision Making, 5(5):411--419, 2010.

[21]

S. Schroedl, A. Kesari, A. Nair, L. Neumeyer, and S. Rao. Generalized utility in web search advertising. In Proc. of AdKDD, 2010.

[22]

S. Schroedl, A. Kesari, and L. Neumeyer. Personalized ad placement in web search. In Proc. of AdKDD, 2010.

[23]

W. Thorngate. More that we can know: The attentional economics of internet use. In S. Kiesler, editor, Culture of the Internet. Mawah, NJ: Lawrence Erlbaum Associates, 1997.

[24]

H. Weinreich, H. Obendorf, E. Herder, and M. Mayer. Not quite the average: An empirical study of web use. ACM Trans. Web, 2(1):5:1--5:31, 2008.

Digital Library

[25]

W. D. Wells. Recognition, recall, and rating scales. J. of Advertising Research, 40(06):14--20, 2000.

Cited By

Verma MYilmaz ECraswell NBennett PJosifovski VNeville JRadlinski F(2016)On Obtaining Effort Based Judgements for Information RetrievalProceedings of the Ninth ACM International Conference on Web Search and Data Mining10.1145/2835776.2835840(277-286)Online publication date: 8-Feb-2016
https://dl.acm.org/doi/10.1145/2835776.2835840
Edwards AKelly D(2016)Engagement in Information SearchWhy Engagement Matters10.1007/978-3-319-27446-1_7(157-176)Online publication date: 31-May-2016
https://doi.org/10.1007/978-3-319-27446-1_7

Index Terms

Engagement-based user attention distribution on web article pages
1. Applied computing
  1. Document management and text processing
    1. Document preparation
      1. Multi / mixed media creation
2. Human-centered computing
  1. Human computer interaction (HCI)
    1. Interaction paradigms
      1. Hypertext / hypermedia

Recommendations

Increasing Customers' Attention using Implicit and Explicit Interaction in Urban Advertisement
ICMI '14: Proceedings of the 16th International Conference on Multimodal Interaction

Online advertising campaigns are gaining customers' attention in comparison to advertisement campaigns in the urban space. How to bring back users' attention to advertisement in the urban space by using implicit and explicit interactions of the user is ...
The Impact of Advertisements on User Attention During Permission Authorization
HCI International 2020 - Late Breaking Papers: User Experience Design and Case Studies
Abstract
Advertisements are an integral part of websites and play an important role in generating revenue. Many websites also present users with permission authorization windows. For instance, Facebook’s third-party application authorization window is ...
Steering Information Diffusion Dynamically against User Attention Limitation
ICDM '14: Proceedings of the 2014 IEEE International Conference on Data Mining

As viral marketing in online social networks flourishes recently, a lot of attention has been drawn to the study of influence maximization in social networks. However, most works in influence maximization have overlooked the important role that social ...

Comments

Information & Contributors

Information

Published In

cover image ACM Conferences

HT '13: Proceedings of the 24th ACM Conference on Hypertext and Social Media

May 2013

275 pages

ISBN:9781450319676

DOI:10.1145/2481492

General Chair:
Gerd Stumme
University of Kassel, Germany
,
Program Chair:
Andreas Hotho
University of Würzburg, Germany

Copyright © 2013 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

Sponsors

SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 01 May 2013

Permissions

Request permissions for this article.

Request Permissions

Check for updates

Author Tags

Qualifiers

Short-paper

Conference

HT '13

Sponsor:

SIGWEB

HT '13: 24th ACM Conference on Hypertext and Social Media

May 1 - 3, 2013

Paris, France

Acceptance Rates

HT '13 Paper Acceptance Rate 16 of 96 submissions, 17%;

Overall Acceptance Rate 378 of 1,158 submissions, 33%

Contributors

Other Metrics

View Article Metrics

Bibliometrics & Citations

Bibliometrics

Article Metrics

2
Total Citations
View Citations
143
Total Downloads

Downloads (Last 12 months)4
Downloads (Last 6 weeks)1

Reflects downloads up to 01 Jan 2025

Other Metrics

View Author Metrics

Citations

Cited By

Verma MYilmaz ECraswell NBennett PJosifovski VNeville JRadlinski F(2016)On Obtaining Effort Based Judgements for Information RetrievalProceedings of the Ninth ACM International Conference on Web Search and Data Mining10.1145/2835776.2835840(277-286)Online publication date: 8-Feb-2016
https://dl.acm.org/doi/10.1145/2835776.2835840
Edwards AKelly D(2016)Engagement in Information SearchWhy Engagement Matters10.1007/978-3-319-27446-1_7(157-176)Online publication date: 31-May-2016
https://doi.org/10.1007/978-3-319-27446-1_7

View Options

Login options

Check if you have access through your login credentials or your institution to get full access on this article.

Full Access

Get this Publication

View options

PDF

View or Download as a PDF file.

eReader

View online with eReader.

Media

Figures

Other

Tables

View Table of Contents