Improvements in online advertising technologies and their accessibility by brands has given rise to a proliferation of advertising in the digital ecosystem. The online display advertising market has evolved beyond traditional banner ads to include many visual and audio features that make ads more prominent and harder to ignore. Consumers are increasingly being exposed to a wider variety of advertising formats across multiple devices on the web. This study looks to build on previous research and add to the body of knowledge by examining if device specific effects are seen and if negative emotional reactions mediate consumer’s attitudes to brand and the propensity to share.
Google has confirmed it will build an adblocker into its Chrome browser from next year as it targets the most intrusive online adverts. The web giant is working with the Coalition for Better Ads, an independent group Read more…
Three of the biggest marketing trade bodies on Thursday sent an open letter to the Coalition for Better Ads essentially arguing that companies like Google shouldn’t be judge, jury and executioner when it comes to Read more…
It might be in a publisher’s best interest to “volunteer” for the Coalition for Better Ads’ fight against annoying advertisments. Late last week, three major trade bodies and coalition members—the 4A’s, Association of National Advertisers Read more…
Prof. Laurent Muzellec / Eamonn O'Raghallaigh
Trinity Business School.
Trinity College Dublin, The University of Dublin
College Green
Dublin 2, Ireland
Eamonn O'Raghallaigh
Phone: +353 86 1701808
Email: eoraghal@tcd.ie