{"id":56,"date":"2022-07-28T09:24:01","date_gmt":"2022-07-28T09:24:01","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=56"},"modified":"2022-07-28T09:24:02","modified_gmt":"2022-07-28T09:24:02","slug":"analyzing-advertising-labels-testing-consumers-recognition-of-paid-content-online","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/analyzing-advertising-labels-testing-consumers-recognition-of-paid-content-online\/","title":{"rendered":"Analyzing Advertising Labels: Testing Consumers\u2019 Recognition of Paid Content Online"},"content":{"rendered":"\n<p>In 2014-2015, the U.S. Federal Trade Commission (FTC) commissioned a study to assess consumers\u2019 ability to recognize ads and other paid content in online search results and news\/article feeds. The co-authors designed the study, oversaw its execution, and analyzed the results, with support from FTC staff.<\/p>\n\n\n\n<p>The goals of the research were to assess the effectiveness of methods that online services use to label ads, and to see if alternative methods of labeling ads could improve consumers\u2019 ability to recognize them.<\/p>\n\n\n\n<p>In a controlled experiment, 48 consumers interacted with both desktop and mobile Web pages that were captured from search and online magazine websites. In half of the conditions, the Web pages were modified based on established Web design guidelines to improve the clarity of ad labeling.<\/p>\n\n\n\n<p>The participants\u2019 behavior, comments, and eye movements were recorded. Initial findings of this experiment are: (a) consumers cannot always distinguish ads, paid content, and paid search results from unpaid content, and (b) improving the salience and placement of labels based on established UI design guidelines can improve consumers\u2019 ability to recognize ads, paid content, and paid search results. We conclude with implications of the results and areas for future research.<\/p>\n\n\n\n<p>Johnson, J.,\u00a0Jansen, B. J., Hastak, M., and Raval, D. (2018)\u00a0<a rel=\"noreferrer noopener\" href=\"http:\/\/www.bernardjjansen.com\/uploads\/2\/4\/1\/8\/24188166\/lbw517.pdf\" target=\"_blank\">Analyzing Advertising Labels: Testing Consumers\u2019 Recognition of Paid Content Online<\/a>. ACM CHI Conference on Human Factors in Computing Systems (CHI2018) (Extended Abstract), Montr\u00e9al, Canada, 21-26 April, LBW517.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2014-2015, the U.S. Federal Trade Commission (FTC) commissioned a study to assess consumers\u2019 ability to recognize ads and other paid content in online search results and news\/article feeds. The co-authors designed the study, oversaw its execution, and analyzed the results, with support from FTC staff. The goals of the research were to assess the &#8230; <a title=\"Analyzing Advertising Labels: Testing Consumers\u2019 Recognition of Paid Content Online\" class=\"read-more\" href=\"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/analyzing-advertising-labels-testing-consumers-recognition-of-paid-content-online\/\" aria-label=\"More on Analyzing Advertising Labels: Testing Consumers\u2019 Recognition of Paid Content Online\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-56","post","type-post","status-publish","format-standard","hentry","category-user-study"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":206,"url":"https:\/\/metric.qcri.org\/blog\/2024\/06\/12\/integrated-marketing-courses-with-metric\/","url_meta":{"origin":56,"position":0},"title":"Integrated Marketing Courses with METRIC","date":"June 12, 2024","format":false,"excerpt":"Did you know the global advertising industry is worth over 500 billion US dollars as of 2023? However, not all ads are successful. Not all advertisers implement proper marketing strategies or hire marketing specialists to handle this for them. It is a shame because this would save them more money\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"Marketing: Media User Insights, Prefered methods of Media consumption","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2024\/06\/Marketing.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":20,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/how-does-personification-impact-ad-performance-and-empathy-an-experiment-with-online-advertising\/","url_meta":{"origin":56,"position":1},"title":"How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising","date":"July 28, 2022","format":false,"excerpt":"This research explores the value of personas for supporting professional advertisers to design adverts for social media. We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":274,"url":"https:\/\/metric.qcri.org\/blog\/2024\/07\/01\/are-you-looking-to-improve-your-research-and-teaching-methods-metric-can-help-you-and-your-students-engage-with-user-studies-at-scale\/","url_meta":{"origin":56,"position":2},"title":"Are you looking to improve your research and teaching methods? METRIC can help you and your students engage with user studies at scale.","date":"July 1, 2024","format":false,"excerpt":"Attention Human-Computer Interaction (HCI) Educators and Researchers! Are you looking to improve your research and teaching methods? METRIC can help you and your students engage with user studies at scale.Are you looking to improve your research and teaching methods? METRIC can help you and your students engage with user studies\u2026","rel":"","context":"In &quot;analytics&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2024\/07\/METRIC_Teaching_July_2024.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":14,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/which-message-which-channel-which-customer-exploring-response-rates-in-multi-channel-marketing-using-short-form-advertising\/","url_meta":{"origin":56,"position":3},"title":"Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising","date":"July 28, 2022","format":false,"excerpt":"Formulating short form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design model, we conducted an experiment with 33,848 actual customers of an international telecom company. In a real-life setting, we compared\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":46,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/personas-and-analytics-a-comparative-user-study-of-efficiency-and-effectiveness-for-a-user-identification-task\/","url_meta":{"origin":56,"position":4},"title":"Personas and Analytics: A Comparative User Study of Efficiency and Effectiveness for a User Identification Task","date":"July 28, 2022","format":false,"excerpt":"Personas are a well-known technique in human computer interaction. However, there is a lack of rigorous empirical research evaluating personas relative to other methods. In this 34-participant experiment, we compare a persona system and an analytics system, both using identical user data, for efficiency and effectiveness for a user identification\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":44,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/the-effect-of-experience-on-persona-perceptions\/","url_meta":{"origin":56,"position":5},"title":"The Effect of Experience on Persona Perceptions","date":"July 28, 2022","format":false,"excerpt":"User perceptions of personas affect the adoption of personas for decision-making in real organizations. To investigate how experience affects the way an individual perceives a persona, we conduct an experimental study with individuals less and more experienced with personas. Quantitative results show that previous experience increases several important perceptions, including\u2026","rel":"","context":"In &quot;user study&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/56","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/comments?post=56"}],"version-history":[{"count":1,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/56\/revisions"}],"predecessor-version":[{"id":57,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/56\/revisions\/57"}],"wp:attachment":[{"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/media?parent=56"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/categories?post=56"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/metric.qcri.org\/blog\/wp-json\/wp\/v2\/tags?post=56"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}