ArticleFrontiers in neuroergonomics2022
Neuroscientific Methods for Exploring User Perceptions While Dealing With Mobile Advertising: A Novel and Integrated Approach.
Article in Frontiers in neuroergonomics, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
4 citing papers in PubMed.
- Where Vision Meets Memory: An Eye-Tracking Study of In-App Ads in Mobile Sports Games with Mixed Visual-Quantitative Analytics.Journal of eye movement research · 2025Article
- What Is behind In-Stream Advertising on YouTube? A Remote Neuromarketing Study employing Eye-Tracking and Facial Coding techniques.Brain sciences · 2023Article
- A Neuroergonomic Approach Fostered by Wearable EEG for the Multimodal Assessment of Drivers Trainees.Sensors (Basel, Switzerland) · 2023Article
- Esports and Visual Attention: Evaluating In-Game Advertising through Eye-Tracking during the Game Viewing Experience.Brain sciences · 2022Article
Corrections and comments
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Authors and funding
13 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Display and native ads represent two of the most widely used digital advertising formats employed by advertisers that aim to grab the attention of online users. In recent years, the native format has become very popular because it relies on deceptive features that make harder the recognition of its advertising nature, reducing avoiding behaviors such as the banner blindness phenomena, traditionally associated to display advertising, and so increasing its advertising effectiveness. The present study, based on a forefront research protocol specifically designed for the advertising research on smartphone devices, aims to investigate through neurophysiological and self-reported measures, the perception of display and native ads placed within article webpages, and to assess the efficacy of an integrated approach. Eye-tracking results showed higher visual attention and longer viewing time associated with native advertisements in comparison to traditional display advertisements, confirming and extending evidence provided by previous research. Despite a significantly higher rate of self-reported advertising intent was detected for articles containing display ads when compared to articles containing native ads, no differences have been found while performing the same comparison for the neurophysiological measures of emotional involvement and approaching motivation of for the self-reported measures of pleasantness and annoyance. Such findings along with the employment of an innovative research protocol, contribute to providing further cues to the current debate related to the effectiveness of two of the most widely used digital advertising formats.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.