Traditional video ads in TV are not well suited for Internet sites. If the user feels a site is forcing him/her to watch long video ads, will stop visiting that site. Therefore, the current approach is to allow the user to skip the ad after a few seconds, despite this means that the ads will have little impact. This paper presents a new approach that engages the user with the brand, while at the same time keeping the user in the website. The approach works by asking the user a question relating to the ad, and if the user responds correctly, the ad is immediately removed. This approach presents benefits both for users and advertisers. The benefit for the user is that (s)he can skip the ad immediately. The benefit for the advertiser is that by putting mental effort on the brand, the brand has more impact on the user.

Palacios Angel

Papers

A new approach for Internet advertisements