How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad Blocking Best Practices for Video-Ad Placement and Delivery Based on Consumer Neuroscience Measures

被引：17

作者：

Clark, Kimberly Rose ^{[1
,2
,3
,4
]}

Leslie, Kenneth Raj ^{[5
]}

Garcia-Garcia, Manuel ^{[6
]}

Tullman, Matthew L. ^{[4
]}

机构：

[1] Dartmouth Coll, Hanover, NH 03755 USA

[2] Dartmouth Coll, Dept Psychol & Brain Sci, Hanover, NH 03755 USA

[3] Dartmouth Coll, Cognit Sci Program, Hanover, NH 03755 USA

[4] Merchant Mech, Lebanon, NH 03784 USA

[5] Merchant Mech, Client Neurosci Serv, Lebanon, NH USA

[6] Ipsos, Neuro & Behav Sci Ctr, Paris, France

来源：

JOURNAL OF ADVERTISING RESEARCH | 2018年 / 58卷 / 03期

关键词：

GAMIFICATION; EEG; CHOICE; SCALES; MODEL;

D O I：

10.2501/JAR-2018-036

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience. To better grasp the mobile user's experience in real time, the authors collected data streams garnered from the brain and body, including visual fixations, heart rate, electroencephalography, skin conductance, and facial affect. The data helped assess users' attention, engagement, and affect toward advertisements and the content in which the advertisements were embedded. Results showed that three practices led to positive user experience with advertisements: maintaining user volition to engage with advertisements, limiting the disruptive nature of advertisements, and incentivizing viewing.

引用

页码：311 / 325

页数：15

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