Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

  • Inside the Journal of Advertising Research
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Summary

At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.

Speakers

Scott Koslow, Professor of Marketing, Macquarie University (Australia)

Emna Cherif, Associate Professor of Marketing, University of Clermont Auvergne IAE Clermont Auvergne School (France)

Biswajita Parida, Assistant Professor, Marketing, Indian Institute of Technology Delhi

Nathaniel (Nate) Evans, Associate Professor of Advertising, University of Georgia Grady College of Journalism and Mass Communication

Delia Balaban, Director and Professor, Babeș‐Bolyai University Graduate School of Communication, Public Relations and Advertising in Cluj‐Napoca, Romania

Joining the Q&A:

Charles Ray Taylor, John A. Murphy Professor of Marketing, Villanova University

Abhishek, Associate Professor of Marketing, Institute of Management Technology Ghaziabad (India)