Abstract
Over the years, society’s character has shifted from a pure attention to a contributing model. Due to the internet’s evolution over the past decades, the users’ role has changed from a passive spectator to an active part of the information process. This can be observed by an increasing demand on interaction possibilities by users. Advertisements which offer user participation for example achieve higher attention rates than static banners. Within this study, user acceptance of personalized and context-specific online advertising has been investigated. For this purpose, users’ reactions on personalized advertisements on the Social Network Service (SNS) Facebook in relation to context-specific placed advertisements via the online advertising system Google AdWords have been evaluated. Using an online questionnaire, an anonymous survey was conducted, which was aimed at the broad mass of internet users. Key issues were the general perception of online advertisings and the interaction with these. This paper provides insights for advertisers on different generational cohorts’ and genders’ attitudes towards personalized and context-specific advertising.
Highlights
The development of internet technologies and their spread (e.g. Cloud Computing, Social Media and mobile devices) affect media, economy and everyday life, leading to a change of media usage behavior
Digital Natives and Digital Immigrants perceive the adverts on Facebook and the Google Search Engine Result Page (SERP) approximately equal
The results show that there are some noticeable differences between the acceptance of personalized and context-specific advertising: Prominent are the results of interaction with personalized and context-specific advertising regarding female individuals
Summary
The development of internet technologies and their spread (e.g. Cloud Computing, Social Media and mobile devices) affect media, economy and everyday life, leading to a change of media usage behavior. In online marketing, the advertiser has many options to align his adverts accurately, such as determining target groups or by placing adverts on specific web pages. Another advantage of online advertising is the non-existent temporal limitation, wherefore adverts can be displayed at any time of the day. “More than 85 percent of respondents said they preferred an ad-supported Internet model instead of paying for online content [...]” [4]: These preferred internet models are associated with the voluntary disclosure of private information These services are not financed by charging users money, but by merging the voluntarily supplied private information to digital profiles, which can be used for advertising purposes. These are defined by automatic placing based on specific subscribed search arguments
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