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Interactive advertising: Patterns of use and
effectiveness
January 1, 1998
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Download Document
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View Link
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BibTex
Authors

Kristen Risden

Mary Czerwinski

Stephanie Worley

Lynda Hamilton

Joe Kubiniec

Hunter Hoffman

Nancy Mickel

Elizabeth Loftus
Publication Type
Inproceedings
Publisher
Association for Computing Machinery, Inc.
Copyright © 1998 by the Association for Computing Machinery, Inc. Permission to make
digital or hard copies of part or all 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 ACM must be honored. Abstracting with credit is permitted. To copy
otherwise, to republish, to post on servers, or to redistribute to lists, requires prior specific
permission and/or a fee. Request permissions from Publications Dept, ACM Inc., fax +1 (212)
869-0481, or permissions@acm.org. The definitive version of this paper can be found at
ACM’s Digital Library –http://www.acm.org/dl/.
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Abstract

Related Info
Abstract
The number of people exploring the World Wide Web is growing dramatically. Many companies
are interested in the potential of advertising on the Web, but there is little research to guide their
decision. The present study demonstrates the concept of a corporate sponsored Web site as a
promising direction for Web advertisers. Advertisements for products targeting 10-14 year-olds
were presented as Web games and inserted into a prototype Web site. For example, in one ad,
players scored points by actively steering toward the advertised product with their Web videogame car, while dodging undesirable obstacles on the road (sound effects included). For
comparison, subjects also watched a TV ad for the same product embedded in a TV program.
One day later, tests showed that Web ads positively influenced how easily the advertised brand
came to mind compared to TV ads and compared to no-ad controls. The effectiveness of
interactive Web ads for influencing consumers’ memory in this preliminary study suggests that it
merits more attention as a potentially viable medium for advertising. Factors that could
contribute to the advantage for Web ads are discussed.
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 Human-centered computing
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