Patrícia Sampaio Nunes and José Gabriel Andrade, “Publicidade Nativa como Prevenção do Banner Blindness,” in Repensar a Imprensa no Ecossistema Digital, Ciências da Comunicação 1 (Braga: Axioma - Publicações da Faculdade de Filosofia, 2020), 219–38, https://doi.org/10.17990/Axi/2020_9789726973287_219.
| Type | Book Section |
|---|---|
| Author | Patrícia Sampaio Nunes |
| Author | José Gabriel Andrade |
| URL | https://doi.org/10.17990/Axi/2020_9789726973287_219 |
| Rights | © 2020 Aletheia - Associação Científica e Cultural |
| Series | Ciências da Comunicação |
| Place | Braga |
| Publisher | Axioma - Publicações da Faculdade de Filosofia |
| Pages | 219-238 |
| ISBN | 978-972-697-327-0 |
| Date | 2020 |
| Extra | Native advertising as prevention of banner blindness |
| Series Number | 1 |
| Language | Portuguese |
| Abstract | The digital revolution has given rise to the emergence of new technological platforms, including social platforms – social media – in which audiences and brands can interact instantly. Due to the growing power of control of the user due to the different phases of the web, advertisers and marketing and communication managers are essentially faced with two significant problems: avoiding consciously or unconsciously (Banner Blindness phenomenon) and blocking advertisements by the of users. The object of study of this work is Native Advertising as a way to prevent the phenomenon of Banner Blindness, in social media, a theme that was worked on in the master’s dissertation. The theoretical and conceptual framework of the theme aims to understand how it came to Native Advertising in social media and how this type of advertising has allowed to escape the fact that digital advertising is ignored or even blocked by consumers. The methodology used was based on the review of the narrative literature. The results, recovered from the analysis of the existing literature, suggest a lack of information regarding the importance of advertising on the web, since users are irritated by viewing advertisements both surfing the web and on social media (Facebook, Twitter, Instagram, Youtube, among others), but they usually accept cookies that serve specifically for this purpose. The results also indicate that the relevance of the content is the key to success in order to capture the consumer’s attention in the digital environment. |
| Book Title | Repensar a Imprensa no Ecossistema Digital |
| Date Added | 12/14/2020, 5:50:45 PM |
| Modified | 12/14/2020, 6:25:33 PM |
Benway, J. & Lane, D. (1998). Banner blindness: Web searchers often miss “obvious” links. Internetworking, 1, 3.
Benway, J. P. (1999). Banner blindness: What searching users notice and do not notice on the World Wide Web. Ph. D. Dissertation, Rice University.
Campbell, C. & Marks, L. (2015). Good native advertising isn’t a secret. Business Horizons, 58 (6), 599-606.
Cardoso, G. (coord.) (2013). A sociedade dos ecrãs. Lisboa: Ed. Tinta da China.
Carrera, F. (2014). Marketing digital na versão 2.0 – O que não pode ignorar. Lisboa: Edições Sílabo.
Cordeiro, A., Oliveira, G., Rentería, J. & Guimarães, C. (2007). Revisão sistemática: uma revisão narrativa. Revista do Colégio Brasileiro de Cirurgiões, 34 (6), 428-431.
Edwards, S., Li, H. & Lee, J. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31 (3), 83-95.
Estrada-Jiménez, J. et al. (2017). Online advertising: Analysis of privacy threats and protection approaches. Computer Communications, 1-20.
Evans, D. (2009). The online advertising industry: economics, evolution, and privacy. The Journal of Economic Perspectives, 23 (3), 37-60.
Jenkins, H. (2009). Convergence culture: Where old and new media collide. Nova Iorque: New York University Press.
Katz, H. (2016). The Media Handbook: A complete guide to advertising media selection, planning, research and buying, N-Y: Routledge. Versão Ebook [on-line].
Kerpen, D. (2011). Likeable Social Media: How to delight your customers, create an irresistible brand, and be generally amazing on Facebook (& Other Social Networks), Nova Iorque: McGraw-Hill [on-line].
Kim, B., Pasadeos, Y. & Barban, A. (2001). On the deceptive effectiveness of labeled and unlabeled advertorial formats. Mass Communication and Society, 4 (3), 265-281.
Kotler, P., Kartajaya, H. & Settiwan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital, Lisboa: Actual Editora.
Lee, C. (2015). Banner blindness: An effect of information overload on the World Wide Web. [on-line] Disponível em <http://www.carrielee.net>. Consultado a 12/10/2017.
Loranger, H. (2013). Fight Against “Right-Rail Blindness”. [on-line] Disponível em https://www.nngroup.com/articles/fight-right-rail-blindness/. Consultado a 12/03/2018.
Mack, A., & Rock, I. (1998). Inattentional blindness. Cambridge, MA: MIT Press.
Nielsen, J. (1997). How users read on the web. [on-line] Disponível em <http://useit.com/alertbox/9710a.html> Consultado a 12/06/2018.
Nielsen, J. (2007). Banner Blindness: Old and new findings. [on-line] Disponível em <https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/> Consultado a 14/05/2018.
Nielsen, J. (2015). Trust in Advertising. [on-line] Disponível em <http://www.nielsen.com/pt/pt/press-room/2015/A-publicidade-mais-confiavel-paranove-em-cada-dez-portugueses-e-a-recomendasao-de-familiares-e-amigos.html> Consultado a 5/08/2017.
Pernice, K. (2018). Banner Blindness revisited: Users dodge ads on mobile and desktop. [on-line] Disponível em <https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/>. Consultado a 11/07/2018.
Qualman, E. (2010). Socialnomics:Como os media sociais estão a tranformar o modo como vivemos e como fazemos negócios. Lisboa: Editorial Presença.
Resnick, M. & Albert, W. (2014). The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study. Intl. Journal of Human-Computer Interaction, 30, 206-219.
Shimp, T. (2010). Integrated marketing communication in advertising and promotion. 8th edition, South-Western: Cengage Learning.
Yoo, C. Y., Kim, K. & Stout, P. (2004). Assessing the effects of animation in online banner advertising: hierarchy of effects model. Journal of Internet Advertising, 4, 2, 49-60.
Yuan, S., Abidin, A., Sloan, M. & Wang, J. (2012). Internet advertising: An interplay among advertisers, online publishers, ad exchanges and web users. ArXiv: 1206.1754, arXiv preprint.
Yuan, S., Wang, J., Zhao, X. (2013). Real-time bidding for online advertising: measurement and analysis. Proceedings of the Seventh International Workshop on Data Mining for Online Advertising, AMC, 3.
