{"title":"EXPRESS: Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment","authors":"Andrey Simonov, Tommaso Valletti, Andre Veiga","doi":"10.1177/00222437241256900","DOIUrl":null,"url":null,"abstract":"The authors investigate the impact of online news content on the effectiveness of display advertising. In a randomized online experiment, participants read news articles randomly paired with brand advertisements. Leveraging non-intrusive eye-tracking technology, the authors measure individual attention to both articles and ads. The authors then measure ad recall, and participants make choices between cash and brand-specific vouchers. Heightened attention to articles results in “spillover” attention to ads on the same page which, in turn, increases both brand recall and purchase probability. The authors also consider the effect of news content type, differentiating between “hard” and “soft” news. They find that advertising next to hard news is at least as effective as advertising next to soft news. This provides evidence against the blunt implementation of “block lists” for sensitive news topics by advertisers. The authors discuss the implications of attention spillovers for firms contemplating investments in engaging news content within the digital advertising landscape.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"146 1","pages":""},"PeriodicalIF":5.1000,"publicationDate":"2024-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/00222437241256900","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
The authors investigate the impact of online news content on the effectiveness of display advertising. In a randomized online experiment, participants read news articles randomly paired with brand advertisements. Leveraging non-intrusive eye-tracking technology, the authors measure individual attention to both articles and ads. The authors then measure ad recall, and participants make choices between cash and brand-specific vouchers. Heightened attention to articles results in “spillover” attention to ads on the same page which, in turn, increases both brand recall and purchase probability. The authors also consider the effect of news content type, differentiating between “hard” and “soft” news. They find that advertising next to hard news is at least as effective as advertising next to soft news. This provides evidence against the blunt implementation of “block lists” for sensitive news topics by advertisers. The authors discuss the implications of attention spillovers for firms contemplating investments in engaging news content within the digital advertising landscape.
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JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.
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