Conference Proceedings of HCI International 2013 at Las Vegas. Published in Lecture Notes in Computer Science on Human Computer Interaction (http://link.springer.com/content/pdf/10.1007%2F978-3-642-39253-5_12.pdf)

1. Online Advertising
as a New Story
@HCI International 2013
Effects of User-Driven Photo Advertisement in Social Media
Min Shin, Yonsei University, Korea

2. Introduction
Mobile device has infiltrated into our lives
(79% - 2hours everyday, IDC research 2013)
!
Social media is at the center of mobile
activities (70% - Facebook)
!
Experience of highest sense of
connectedness through social network
services
!
Mobile & Social Media =
New media environment for advertising
2/26

3. Mobile & Social Media
Advertising interface
Sponsored Stories
Page Posts Ads
Promoted Tweets
3/26

4. Current Interface:
‘Display’ ads in personal mobile space

5. Problems
‘Banner Blindness’ : Users tend to ignore
online banner advertisement on purpose
(Benway, 1998)
!
Feelings of irritation elicited and adverts
avoided when perceived as intrusive (Edwards
et al, 2002)
!
User adopt more negative intentions when
a site display advertisement (McCoy et al, 2007)
!
Online banner advertisements click-through
rate is decreasing steadily (Idemudia et al, 2007)
5/26

6. Previous Works
Mobile ads effectiveness:
Context, trust & attitude
(Ozaki, 2004)
!
Consumers may be willing to
tolerate contextually targeted
ads more than other ads
because regarding it as
information (Goldfarb and Tucker,
2011)

7. More contextual
More informational
More effective
Interface Design

8. How to design engaging advertising interface?

9. Photo Contents on
SNS
Getting bigger and important
!
People share their story with
images
!
Most shared content type
: Photo - Wildfire (2012)
Source : Facebook(2012)
9/26

10. User Driven Ads
Interface
Browser
Browser
User’s Social Network Space
User’s Social Network Space
Text
Information
Text
Information
Click
Image Space
Advertisement
Logo
Other Contents
Other Contents
10/26

11. User Driven Ads
Interface
Shared Photo
Brand Logo
Combined Ad
11/26

12. Prototype Video

13. Psychological
Context- 1
Self-presentation:
Connect to self-concept
!
Psychological mediator
of contents sharing in
online (Taylor et al, 2012)
!
Sharing ads & photo =
Self-presentation
13/26

14. Psychological
Context- 2
Emotional & Cognitively tagged
information
!
Guiding choice strongly driven by
emotion (Peatfiled et al, 2012)
14/26

15. Psychological
Context- 3
Self-referential effect:
self function as a super ordinate schema that is deeply
involved in the processing, interpretation and memory
(Rogers et al, 1977)
Link between social cognition and self-referential thought.
Social cognition about the mental state of another person
increase self-referential effect (Mitchell et al, 2005)
15/26

16. Prototype & Experiments

17. Prototype &
Experiment
Hypothesis 1:
The brand logo on photo will arouse users’
attention in positive way.
!
Hypothesis 2:
The user-driven ads interface will be more
effective to memorize advertisements than
current ads interface
17/26

18. Prototype &
Experiment
Test pages of Facebook
:popularity & universal familiarity
!
Created 4 Facebook mobile test pages
: 2 x 2(current & new / famous & anonymous)
: 8 ads inserted
: Rest of contents are identical
: Provide blank box to write recalled ads
!
Experiments design & the number of
participants (between subject design)
Current design
Proposed design
Total
Famous brand
25
27
52
Anonymous brand
26
25
51
Total
51
52
103
18/26

19. Prototype &
Experiment
(A) Famous-Current
(B) Famous-New Design
Click
(C) Anonymous-Current
(D) Anonymous-New Design
Click
19/26

20. Results : Effect of User-driven ads interface

21. Result -1
Brand Logo Effect
H1) Brand logo on friends’ photo has drawn attention as
much as current Facebook ads (empirical eye-tracker study, )
21/26

22. Result -1
Brand Logo Effect
H1) The attention caused from more positive than
negative attitude: Participants answered how much they agree about
brand logo on friends’ photo with shown adjectives (useful, interesting,
irritating and disturbing) by 7 scale agree to disagree measure (p <.05)
6
5.20
5
4.90
3
2
2.64
1.41
0
Famous
Negative(irritating, disturbing)
Anonymous
Positive(useful, interesting)
22/26

23. Result - 2
Retrieval Performance
H2) The number of recalled ads mean difference between
new interface and current interface was significantly
valuable. In both famous and anonymous brand condition,
participants recalled significantly more ads in the user
driven interface. (p<.05)
5
4.22
4
2.96
3
1
1.92
1.56
0
Famous
Current
Anonymous
New
23/26

24. Conclusion
Summary:
Current mobile social media ads design is limited to
display. The user-driven ads interface made an
association between shared image story and related
ads. This interface made positive attention by brand logo
and more powerful to recall ads.
!
Limitations:
Not explored self-presentation desire to share ads with
their photo. The attention of brand logo is not fully
researched about long-term effectiveness. The effects
tested only instant response just after using test pages.
The usability value was not explored.
!
Future step:
Test of long-term perspective in terms of attention,
effectiveness and usability. Explore what motivates
people share ads with their images (profit or others)
24/26

25. Context between image and ads
= Online Advertising as a New Story

26. Thank You
@HCI International 2013
Min Shin, School of Integrated Technology, Yonsei University