TY - GEN
T1 - Online advertising as a new story
T2 - 2nd International Conference on Design, User Experience, and Usability: Web, Mobile, and Product Design, DUXU 2013, Held as Part of 15th International Conference on Human-Computer Interaction, HCI International 2013
AU - Shin, Min
AU - Ju, Da Young
PY - 2013
Y1 - 2013
N2 - Mobile devices have infiltrated into our lives. The constant connectivity via wireless technology led to a growth of social media. It is different from traditional media in that it provides interactive communication without restriction of time and place. Marketing industry is struggling to increase its presence by advertising in this new media environment. This paper presents a new advertising model based on user-generated content. This model was theoretically approached by the psychological mechanisms. We show its effectiveness using our experiments that measure users' attention levels and advertisement recall rates. The proposed model can be potentially applied to online advertisements in diverse platforms and devices.
AB - Mobile devices have infiltrated into our lives. The constant connectivity via wireless technology led to a growth of social media. It is different from traditional media in that it provides interactive communication without restriction of time and place. Marketing industry is struggling to increase its presence by advertising in this new media environment. This paper presents a new advertising model based on user-generated content. This model was theoretically approached by the psychological mechanisms. We show its effectiveness using our experiments that measure users' attention levels and advertisement recall rates. The proposed model can be potentially applied to online advertisements in diverse platforms and devices.
UR - http://www.scopus.com/inward/record.url?scp=84880754182&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84880754182&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-39253-5_12
DO - 10.1007/978-3-642-39253-5_12
M3 - Conference contribution
AN - SCOPUS:84880754182
SN - 9783642392528
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 103
EP - 112
BT - Design, User Experience, and Usability
Y2 - 21 July 2013 through 26 July 2013
ER -