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Effects of Ad Quality & Content-Relevance on Perceived Content Quality

Author:

Henriette CramerAuthors Info & Claims

CHI '15: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems

Pages 2231 - 2234

https://doi.org/10.1145/2702123.2702360

Published: 18 April 2015 Publication History

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Abstract

Native advertising, ads that are highly cohesive with actual content in format and style, is a pervasive online trend. We report on a two-stage Mechanical Turk experiment exploring the effects of perceived quality of native ads on perceptions of site quality. First, a set of native ads was rated (N=98) for perceived annoyance and trust. Second, we compare four conditions of an aggregation of news headlines (N=237): 'no ads', 'low quality ads', 'high quality ads + content-relevant', 'high-quality ads + not content-relevant'. Our results indicate that native ads, which in isolation have been rated as high quality, could still have a negative effect on perceived site credibility and perceived site quality if they are too content-relevant. In addition to the effect of ad quality alone (e.g. non-annoying, trustworthy ads), there is an additional impact for ads that are too similar to content; avoiding confusion is important for quality perceptions.

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Cited By

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Wan A(2024)To Be or Not To Be (an Ad): Advertising Students’ Understanding of Instagram In-Feed Native AdvertisingJournal of Advertising Education10.1177/1098048224126566028:2(137-158)Online publication date: 20-Jul-2024
https://doi.org/10.1177/10980482241265660
Al-Kfairy MShuhaiber AAl-Khatib AAlrabaee S(2024)Social Commerce Adoption Model Based on Usability, Perceived Risks, and Institutional TrustIEEE Transactions on Engineering Management10.1109/TEM.2023.334190071(3599-3612)Online publication date: 2024
https://doi.org/10.1109/TEM.2023.3341900
Berger JMoe WSchweidel D(2023)What Holds Attention? Linguistic Drivers of EngagementJournal of Marketing10.1177/00222429231152880(002224292311528)Online publication date: 7-May-2023
https://doi.org/10.1177/00222429231152880
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Index Terms

Effects of Ad Quality & Content-Relevance on Perceived Content Quality
1. Human-centered computing

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Published In

CHI '15: Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems

April 2015

4290 pages

ISBN:9781450331456

DOI:10.1145/2702123

General Chairs:
Bo Begole
Huawei, USA
,
Jinwoo Kim
Yonsei University, Korea
,
Program Chairs:
Kori Inkpen
Microsoft Research, USA
,
Woontack Woo
KAIST, Korea

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 the author(s) 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].

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 18 April 2015

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CHI '15

Sponsor:

SIGCHI

CHI '15: CHI Conference on Human Factors in Computing Systems

April 18 - 23, 2015

Seoul, Republic of Korea

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CHI '15 Paper Acceptance Rate 486 of 2,120 submissions, 23%;

Overall Acceptance Rate 6,199 of 26,314 submissions, 24%

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CHI '25

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CHI Conference on Human Factors in Computing Systems

April 26 - May 1, 2025

Yokohama , Japan

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Cited By

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Wan A(2024)To Be or Not To Be (an Ad): Advertising Students’ Understanding of Instagram In-Feed Native AdvertisingJournal of Advertising Education10.1177/1098048224126566028:2(137-158)Online publication date: 20-Jul-2024
https://doi.org/10.1177/10980482241265660
Al-Kfairy MShuhaiber AAl-Khatib AAlrabaee S(2024)Social Commerce Adoption Model Based on Usability, Perceived Risks, and Institutional TrustIEEE Transactions on Engineering Management10.1109/TEM.2023.334190071(3599-3612)Online publication date: 2024
https://doi.org/10.1109/TEM.2023.3341900
Berger JMoe WSchweidel D(2023)What Holds Attention? Linguistic Drivers of EngagementJournal of Marketing10.1177/00222429231152880(002224292311528)Online publication date: 7-May-2023
https://doi.org/10.1177/00222429231152880
Azzopardi LMaxwell DHalvey MHauff C(2023)Driven to Distraction: Examining the Influence of Distractors on Search Behaviours, Performance and ExperienceProceedings of the 2023 Conference on Human Information Interaction and Retrieval10.1145/3576840.3578298(83-94)Online publication date: 19-Mar-2023
https://dl.acm.org/doi/10.1145/3576840.3578298
Lim HBright LWilcox G(2022)Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on FacebookJournal of Interactive Advertising10.1080/15252019.2022.210632722:3(238-248)Online publication date: 11-Aug-2022
https://doi.org/10.1080/15252019.2022.2106327
Iizuka KSeki YKato MDemartini GZuccon GCulpepper JHuang ZTong H(2021)The Effect of News Article Quality on Ad ConsumptionProceedings of the 30th ACM International Conference on Information & Knowledge Management10.1145/3459637.3482201(3107-3111)Online publication date: 26-Oct-2021
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Zeng EKohno TRoesner FKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)What Makes a “Bad” Ad? User Perceptions of Problematic Online AdvertisingProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445459(1-24)Online publication date: 6-May-2021
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Saha KLiu YVincent NChowdhury FNeves LShah NBos MKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)AdverTiming Matters: Examining User Ad Consumption for Effective Ad Allocations on Social MediaProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445394(1-18)Online publication date: 6-May-2021
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Salminen JCorporan JJung SJansen B(2021)Taking Back Control of Social Media Feeds with Take Back Control2021 International Conference on INnovations in Intelligent SysTems and Applications (INISTA)10.1109/INISTA52262.2021.9548614(1-7)Online publication date: 25-Aug-2021
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de Oliveira LGoussevskaia OHung CCerny TShin DBechini A(2020)Sponsored content and user engagement dynamics on InstagramProceedings of the 35th Annual ACM Symposium on Applied Computing10.1145/3341105.3373956(1835-1842)Online publication date: 30-Mar-2020
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The Role of E-Service Quality and Information Quality in Creating Perceived Value: Antecedents to Web Site Loyalty

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