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Jul 20, 2006 19:07:47 (GMT -05:00) Eastern Time (US & Canada) Jul 20, 2006 00:00:00 (GMT -05:00) Eastern Time (US & Canada) No (click here to learn more about
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此播客由数字经济的领袖 – 马里兰大学史密斯商学院提供。
Web pop-up ads can certainly be annoying. So much so that many users block them from appearing by changing their Web browser preferences.
弹出式网络广告变得越来越让人烦恼,太多的烦恼使网络使用者们纷纷改变自己网络浏览器的设置以防止弹出式网络广告的出现。
But groundbreaking research from the University of Maryland’s Robert H. Smith School of Business finds that a well-timed pop-up Web ad can in fact enhance a user’s Web experience and encourage a longer visit. Impossible? Smith School assistant professor of marketing Wendy Moe says that contrary to popular belief that pop-ups are at best ineffective because of the low click-through rates -- and at worse annoying -- there are positive indirect effects that may be underestimated.
可是,马里兰大学史密斯商学院的最新研究发现,如果弹出式网络广告的时间控制得当,实际上它可以增强使用者的网络体验,并且可以让人们在网页浏览的时间更长一些。史密斯商学院市场营销专业助理教授Wendy Moe就弹出式网络广告得出的结论与目前流行的看法截然相反。通常的看法认为:由于弹出式网络广告的点击率很低并且令人厌烦,所以它是最没有效果的,而Moe女士却认为弹出式网络广告间接的正面效果恐怕被低估了。
Moe conducted a large-scale field experiment at a high-traffic movie review Web site where the timing and placement of Web promotions offered including pop-up messages, pop-under messages, bridge pages, and in-page animations. The promotions are designed to attract attention and interrupt the user’s experience at the Web site.
Moe女士选择一个浏览率很高的电影评论网站进行了一项实地体验研究,在那里具有弹出式信息,下拉式信息,网络插页,以及网页动画等多种网络促销形式。这些促销形式目的是吸引网络浏览者的注意力,中断他们在网站的浏览体验。
Obviously a Web user will be interrupted by a pop-up ad, but what is the perception of that interruption? Did the user see the pop-up ad on a gateway page or content page? Was the pop-up immediately on the screen, or was there a delay in its appearance? Did the user click on it?
显然网络浏览者会被弹出式广告所干扰,但是那种被干扰的感觉如何呢?浏览者是在主页还是在内容页里看到弹出式广告?弹出式广告是马上出现还是在一定的时间滞后之后才出现在屏幕?浏览者有没有点击这些广告?
Moe says there are two reasons why seeing a pop-up ad would make a user visit more pages on a Web site. First, individuals become more involved when faced with an interruption that is on a lower-level content page, and second, the pop-up is less likely to be perceived as an interruption, thereby avoiding any of the negative reactions that arise from being interrupted.
Moe女士指出,弹出式广告促使浏览者在网站浏览更多网页的原因有两个:首先,内容网页上的广告干扰使浏览者更加投入于阅读。其次,弹出式广告很少被认为是一种干扰而被人察觉,因此它就避免了由干扰所引起的任何负面反应。
Moe encourages firms to experiment and customize online advertising to make it more positively received. She believes that if someone is shopping and searching and they are interrupted, they will be distracted. But if the ad helps them, they will stay on the site longer.
Moe女士鼓励商家去体验和设计在线广告,使它更易于被正面接受。她认为,如果有人在线搜索或购物时被广告干扰,他们的注意力通常会被分散。但是如果广告内容对他们有所帮助,他们花在浏览该网站的时间则会更长。
Moe says that while pop-up ads may disappear as more people use pop-up blockers, advertisers will get more creative and find new ways to interrupt the user within the Web page.
Moe女士说:当很多人使用弹出广告阻挡软件从而使弹出式广告消亡的时候,广告商们将极富创意地找到新方法来打扰网络浏览者。
Until now, little research had been conducted to explore the effect of pop-up promotions beyond simply looking at click-through rates. Moe says not enough companies do online experimentation and her project could be a blueprint for similar research. With more study, marketers can improve their understanding of how individuals respond to promotional interruptions and learn to design more effective promotional tactics.
到目前为止,对弹出式广告的研究还仅局限于简单的点击率统计上。Moe女士说:没有太多的公司从事在线体验研究,她的项目可以成为相近研究可借鉴的蓝本。通过更多的研究,市场营销人员可以更好地理解个人对促销干扰的反应,并学会设计更加有效的促销手段。
This podcast was brought to you by the University of Maryland’s Robert H. Smith School of Business - a world leader in management education and research for the digital economy.
此播客由世界领先的数字经济管理教育和研究的领袖 – 马里兰大学史密斯商学院提供。 This podcast is brought to you by the University of Maryland’s Robert H. Smith School of Business – leaders for the digital economy.
此播客由数字经济的领袖 – 马里兰大学史密斯商学院提供。
Web pop-up ads can certainly be annoying. So much so that many users block them from appearing by changing their Web browser preferences.
弹出式网络广告变得越来越让人烦恼,太多的烦恼使网络使用者们纷纷改变自己网络浏览器的设置以防止弹出式网络广告的出现。
But groundbreaking research from the University of Maryland’s Robert H. Smith School of Business finds that a well-timed pop-up Web ad can in fact enhance a user’s Web experience and encourage a longer visit. Impossible? Smith School assistant professor of marketing Wendy Moe says that contrary to popular belief that pop-ups are at best ineffective because of the low click-through rates -- and at worse annoying -- there are positive indirect effects that may be underestimated.
可是,马里兰大学史密斯商学院的最新研究发现,如果弹出式网络广告的时间控制得当,实际上它可以增强使用者的网络体验,并且可以让人们在网页浏览的时间更长一些。史密斯商学院市场营销专业助理教授Wendy Moe就弹出式网络广告得出的结论与目前流行的看法截然相反。通常的看法认为:由于弹出式网络广告的点击率很低并且令人厌烦,所以它是最没有效果的,而Moe女士却认为弹出式网络广告间接的正面效果恐怕被低估了。
Moe conducted a large-scale field experiment at a high-traffic movie review Web site where the timing and placement of Web promotions offered including pop-up messages, pop-under messages, bridge pages, and in-page animations. The promotions are designed to attract attention and interrupt the user’s experience at the Web site.
Moe女士选择一个浏览率很高的电影评论网站进行了一项实地体验研究,在那里具有弹出式信息,下拉式信息,网络插页,以及网页动画等多种网络促销形式。这些促销形式目的是吸引网络浏览者的注意力,中断他们在网站的浏览体验。
Obviously a Web user will be interrupted by a pop-up ad, but what is the perception of that interruption? Did the user see the pop-up ad on a gateway page or content page? Was the pop-up immediately on the screen, or was there a delay in its appearance? Did the user click on it?
显然网络浏览者会被弹出式广告所干扰,但是那种被干扰的感觉如何呢?浏览者是在主页还是在内容页里看到弹出式广告?弹出式广告是马上出现还是在一定的时间滞后之后才出现在屏幕?浏览者有没有点击这些广告?
Moe says there are two reasons why seeing a pop-up ad would make a user visit more pages on a Web site. First, individuals become more involved when faced with an interruption that is on a lower-level content page, and second, the pop-up is less likely to be perceived as an interruption, thereby avoiding any of the negative reactions that arise from being interrupted.
Moe女士指出,弹出式广告促使浏览者在网站浏览更多网页的原因有两个:首先,内容网页上的广告干扰使浏览者更加投入于阅读。其次,弹出式广告很少被认为是一种干扰而被人察觉,因此它就避免了由干扰所引起的任何负面反应。
Moe encourages firms to experiment and customize online advertising to make it more positively received. She believes that if someone is shopping and searching and they are interrupted, they will be distracted. But if the ad helps them, they will stay on the site longer.
Moe女士鼓励商家去体验和设计在线广告,使它更易于被正面接受。她认为,如果有人在线搜索或购物时被广告干扰,他们的注意力通常会被分散。但是如果广告内容对他们有所帮助,他们花在浏览该网站的时间则会更长。
Moe says that while pop-up ads may disappear as more people use pop-up blockers, advertisers will get more creative and find new ways to interrupt the user within the Web page.
Moe女士说:当很多人使用弹出广告阻挡软件从而使弹出式广告消亡的时候,广告商们将极富创意地找到新方法来打扰网络浏览者。
Until now, little research had been conducted to explore the effect of pop-up promotions beyond simply looking at click-through rates. Moe says not enough companies do online experimentation and her project could be a blueprint for similar research. With more study, marketers can improve their understanding of how individuals respond to promotional interruptions and learn to design more effective promotional tactics.
到目前为止,对弹出式广告的研究还仅局限于简单的点击率统计上。Moe女士说:没有太多的公司从事在线体验研究,她的项目可以成为相近研究可借鉴的蓝本。通过更多的研究,市场营销人员可以更好地理解个人对促销干扰的反应,并学会设计更加有效的促销手段。
This podcast was brought to you by the University of Maryland’s Robert H. Smith School of Business - a world leader in management education and research for the digital economy.
此播客由世界领先的数字经济管理教育和研究的领袖 – 马里兰大学史密斯商学院提供。
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