Measuring Doh with Web Ads

Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content.

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Political Communication in Context: A Genre-Based Approach

International Review of Pragmatics ◽

10.1163/18773109-00702008 ◽

2015 ◽

Vol 7 (2) ◽

pp. 341-349

Author(s):

Anna Ivanova

Keyword(s):

Political Communication ◽

Data Driven ◽

Research Tradition ◽

Web Ads

Research on genres in political communication has been under scrutiny during the last few decades. The papers collected in the reviewed volume present a collection of the existing theories and approaches to the modern research tradition on political communication. They cover both theory- and data-driven studies, which vary in their material from the traditional official documents to the recent ones such as blogs and web ads. All in all, the volume demonstrates a broad range of interests and conducted research, and the vast scope of investigations, which fill in the gap that existed in the field.

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MATHEMATICAL AND COMPUTER MODELING OF STOCHASTIC WEB ADS

Economy Business Computer science ◽

10.19075/2500-2074-2016-3-206-218 ◽

2016 ◽

pp. 206-218

Author(s):

Olga Andreevna Kazachkova

Keyword(s):

Computer Modeling ◽

Mathematical And Computer Modeling ◽

Web Ads ◽

Stochastic Web

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Beyond CPMs and Clickthroughs

Internet Marketing Research ◽

10.4018/978-1-878289-97-1.ch011 ◽

2001 ◽

pp. 209-217 ◽

Cited By ~ 4

Author(s):

Patrali Chatterjee

Keyword(s):

Performance Measurement ◽

Critical Importance ◽

Traditional Media ◽

Web Ads ◽

And Performance ◽

The Web ◽

Measurement Capabilities

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium. However these measures do not take into account the unique interactive characteristics of the medium and the differences in how consumers process advertising stimuli on the Web. Further, ad processing and performance measurement capabilities differ across various advertising formats on the Web. This research proposes a framework to investigate how consumers interact with different advertising formats on the Web and identify metrics that reflect how effectively the ad is processed.

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