January 2016
Beginner
562 pages
21h 17m
English
Content preview from Handbook of Media Economics, vol 1A
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contextually targeted ad, such as a banner ad for a new computer displayed on a site
devoted to computing and technology. The other is a highly visible ad, which users
might consider obtrusive. For example, an ad is considered obtrusive if the ad is part
of an in-stream audio or video, if it is a pop-up window, or if it automatically (non-user
initiated) plays audio or video, among other characteristics.
Goldfarb and Tucker (2011b)
find that the effect of targeted ads alone (without obtrusiveness) and the effect of obtru-
siveness alone (without targeting) have a positive influence on the effectiveness of adver-
tising. However, both strategies in combination nullify this effect and are ineffective. An
explanation for this can be that consumers perceive ...
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