The Effect of Presentation in Online Advertising on Perceived Intrusiveness and Annoyance in Different Emotional States

Online advertising is a rapidly growing area with high commercial relevance. This paper investigates the effect of different types of ad presentation, varying in frame size, position and animation level on visual intrusiveness and annoyance as perceived by users. Furthermore, we investigate the influence of users’ emotional states on perceived intrusiveness and annoyance. This research has been carried out through a survey study. The analysis of the data shows a linear correlation between the visual attention of the ads and its features. Also, a positive influence of emotion has been found on various types of ad presentations. In addition, the participants with emotions of positive valence and low arousal showed more tolerance to the same ad as the users with a different emotional state. This research proposes a new aspect in computational advertising to adapt the recommendations based on the user’s emotional state and the parameters of the online advertisements.

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