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Title:
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OPTIMAL POSITIONS OF ADVERTISEMENTS ON NEWS WEBSITES FOCUSING ON THREE CONFLICTING OBJECTIVES |
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Author(s):
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Noriyuki Muramatsu, Keiki Takadama, Maki Sakamoto |
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ISBN:
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978-972-8939-52-6 |
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Editors:
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Katherine Blashki |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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Advertisement, news websites, optimization, attention, impression, usability |
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Type:
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Short Paper |
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First Page:
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394 |
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Last Page:
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398 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This paper proposes optimal positions of advertisements on news websites. In this paper we take into account the advertising effectiveness measured by the attention degree, the impression degree and the usability degree of news websites at the same time. Since previous studies show that the attention degree and the impression degree of advertisements are in the trade-off relation, the goal of this study is to show the effective layouts of the advertisements on news websites optimizing three conflicting objectives. We pursue this goal by conducting experiments in which the participants view a variety of page layouts of the news websites. The results of experiments on the attention degree, the impression degree and the usability degree were analyzed from the viewpoint of the multi-objective optimization. As a result of the analyses, we got the six optimal layouts of the advertisements. |
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