APME CREDIBILITY PROJECT 1 APME Online Credibility Project: Impact of Contextual Advertising September 2, 2009 STC Strategic Research Dept

APME CREDIBILITY PROJECT 1

APME Online Credibility Project: Impact of Contextual Advertising

September 2, 2009STC Strategic Research Dept.


Background, Objectives and Methodology


Background and Objectives• As part of a national project to understand credibility and online journalism, the

Associated Press Managing Editors (APME), partnered with The Seattle Times Company to better understand the relationship between contextual advertising and online journalism

• Kathy Best, managing editor for digital news at The Seattle Times, spearheaded the project, working with Janet Farness and her corporate strategic research team and Laura McAdoo and her design and human factors team in the company's New Media division

• The goal of the research was to better understand the relationship and interplay of news and contextual advertising and their specific effects on credibility.

• Exploring the impact of different types of contextual advertising forms

• Understanding the impact of contextual advertising in different online content sections


MethodologyThis multi methodology study involved both qualitative and quantitative research

• A quantitative survey was in the field July 15-August 6, 2009 in Two Waves/Versions

• Intercept surveys were in the field on SeattleTimes.com using in-house advertising positions

• Invitations were sent to VoiceNW, a proprietary online panel managed by Ipsos

•A set of two focus groups was held August 11, 2009 at The Seattle Times Co. offices

• Participants were recruited from respondents to the online intercept study on SeattleTimes.com

• One group each with men and women ages 25-64

• Each group lasted approximately 90 minutes and was moderated by Janet Farness of Strategic Research

• Participants were paid $50 for their time and opinions

Total sample – N=1,239

Survey A – 716n Survey B – 523n

In Field: July 16 - July 30 In Field: July 23 - August 6

Intercept VoiceNW Intercept VoiceNW

n=524 n=192 n=341 n=182


Methodology (cont’d)

• For the purposes of this research, we are defining contextual advertising as a somewhat newer form of advertising on the web that takes into consideration the context of the site, a page or a search query, to display ads from advertisers that correspond to the topic. Its usual form is text-based, using regular hyperlinks, sometimes small graphics and brief descriptions to attract users that may be interested

• A total of 17 contextual ad forms were evaluated by respondents. This research study did not set out to test all possible variables due to limitations in time and budget, especially relating to respondent experience and fatigue

• While a total of 1,239 responses to the survey were obtained, the results are not projectable to the whole Internet population. However, statistical differences between aggregated responses to various ad forms have been detected and are reported on

• The inclusion of focus groups, though limited in number, provided an additional level of insight that helped inform the survey data and give a better overall understanding of the impacts of contextual advertising


Key Findings


Key FindingsTwo-thirds (65%) of survey participants rely on SeattleTimes.com as one

of many online news resources

•More than one in five (23%) rely on it as their primary resource

Over three quarters (79%) find the content of SeattleTimes.com trustworthy

•Eight in ten (79%) find The Seattle Times print edition content trustworthy

Respondents see value in online advertising

•When asked their opinions on online advertising in general, fewer than one in five (17%) said none of the advertising they have seen is of value to them

•Over one-third (36%) said that they find some or a lot of online advertising to be of value

Overall, respondents are open to contextual advertising online

•Seven in ten (69%) said that online advertising that is relevant to the story or content increases the value of those ads

•Ratings of advertisements and comments by focus group participants also support this openness to relevant advertising


Key FindingsContextual advertising can help optimize the value of the page for both

the content creator and the advertiser

•When executed properly, it can enhance the perceived credibility and relevance of both the news content and the advertisement

•Best case scenarios for successful contextual advertising include:

• Local focus

• Advertising that is clearly identifiable as such

• Content or information relevant to the surrounding page

• Ad design that highlights the relevancy of the advertiser or message

•When contextual advertising misses the mark, readers notice the disconnect

• Embedding advertising in content should be approached with caution – embedded content should be relevant to the page


Key FindingsMost respondents reported the ads tested did not impact their impression

of credibility and relevance of the page

•That said, some ads tested impacted – either positively or negatively – respondents’ assessments of the pages’ credibility

• In general, story pages pose much greater risks for contextual advertising than index pages

•As with all advertising, attention must be paid to the people who can be influenced, moving them more toward a positive and reducing the possible negative impacts


Key FindingsFactors influencing respondents’ impressions included:

• Position on the page•Survey respondents cited page position most often (31%) as the factor influencing their

assessment of contextual advertising•More respondents noticed advertisements in the right column of the page (68%) compared to

advertisements in the center/content area of the page (41%)•Ads in the right column had a slightly greater negative impact on credibility (23% compared to

16% for ads in the main content area)•Focus group respondents noted that they tend to tune out the entire right hand side of the page

online, assuming that it is all advertising. However, when asked to identify advertising on a page, many sought it out in the right column position.

• Context (page type)•Respondents were more likely to say that ads decreased content credibility when the ads were

on story pages compared to index pages• Story pages (25%)• Index pages (13%)

•Survey respondents rated story pages overall as more interesting than index pages tested, and focus group respondents echoed this opinion

• Increased levels of engagement with the page seemed to have an impact on credibility and relevance, as readers are more sensitive to and draw deeper connections to the overall relationships of content on the page.

• Reflects the difference in engagement and behavior when reading versus scanning a page



• Context (topic)•Respondents were more likely to say that ads decreased content credibility when the ads were

in hard news or investigative sections.• Politics (25%)• Health (24%)

•Respondents were less likely to say that ads decreased content credibility when the ads were in “soft news” sections.• Travel (18%)• Entertainment (9%)

•Focus group participants noted having a different, more stringent standard upon which they judge hard news versus softer news sections, such as sports, living or entertainment

•Regardless of hard news or soft, there is a point at which ads become too relevant to content

• The political display ad for Doug Sutherland sparked a stronger reaction than the Rossi ad tested, showing that relevant ads tied to negative articles can create a negative impression of the ad, and in some cases, of the Seattle Times newsroom.

• The use of too many contextual ads or even a single, large ad by a related company, such as the Bastyr ads that appeared on the health story page about a new Bastyr partnership, created the appearance of "pay for play'' among some focus group participants.



• Ad design

•More respondents noticed advertisements with graphics or photos (64%) compared to text-only advertisements (36%)

•Display ads with graphics or photos had greater negative impact on credibility (30% compared to 16% for text-only ads)

•Participants in the focus groups showed the potential for confusion in ad and page design

• Ads very similar to content on the page were often not noticed

• Use of color, photographs and other callouts tied to content were sometimes seen as ads

• Though labeling is important to diminish confusion between advertisements and content, the choice and wording of those labels can impact credibility

• ‘Featured Sponsors’ and ‘Special Advertising Section’ can be negatives, especially if the content featured is not relevant to surrounding content on the page



• Ad format

•Display ads had the greatest negative impact (30%) on credibility compared to other ad formats, but they also had the second-greatest positive impact (21%) on relevance of the page

• Display ads were the most noticed ad format (81%)

• This ad format sparked conversation and division among focus group participants. The ads tended to be more relevant to the stories on the page, making them slightly more polarizing than other ad forms tested. Participants could see the ads as either very helpful and relevant or too relevant to the point of intrusiveness or bias.

•Contextual modules (2%) and text/graphic (1%) formats had the greatest positive net effect on the credibility of the advertisement

• While seen as a generally positive and useful format, there is potential for negative impact according to focus group participants who said that forms that would take them to a site they do not know well (cheapflights.com) or for an advertiser they associate with spam (equifax.com) affect their impression of the page and content provider

•Navigation links were noticed by the fewest respondents (9%), upon first review of the page, and had little net impact on credibility (2%)

• Focus group participants noted the value of these links could be enhanced by local content, though they would not want to see them overused


Key FindingsAd Format (continued):

•Google ads were noticed by many and had very little positive or negative impact on the article they were placed with. It seems to indicate a blindness to or tolerance of the very prevalent ad type. However, relevant content surrounding Google ads can increase their credibility.


Detailed Findings- General Information


For most respondents, SeattleTimes.com is one of many news resources used online

Relationship with SeattleTimes.com

23%

65%

9%

2%

1%

26%

66%

5%

3%

0%

16%

63%

18%

0%

2%

My primary resourcefor news online

One of many onlinenews resources

I rarely use thisresource

First visit toSeattleTimes.com

I never visitSeattleTimes.com

Total

Intercept

VoiceNW

Q: Which of the following best describes your relationship with SeattleTimes.com? Please select one response.Source: Ipsos Insight, July 2009 Base: Total n=1239, Intercept n=865, VoiceNW n=374


Nearly eight in ten (79%) find SeattleTimes.com trustworthy (Top 2 box)

Trustworthiness of Brands

1%

1%3%

3%17%

16%

42%

41%

37%

39%

SeattleTimes.com

The Seattle Times in print

1 - Not at all trustworthy 2 3 4 5 - Very trustworthy

Q: Based on what you know or may have heard, indicate how trustworthy you personally feel the contents of The Seattle Times are in print and online. Please select one response for each.

Source: Ipsos Insight, July 2009 Base: Total n=1239 (DK removed)

79%

80%


One-third (34%) find some online advertising valuable. Only 17% find “none of the online advertising” of value.

Feelings About Online Advertising

47%

34%

17%

2%

I haven’t seen muchonline advertising that is

valuable to me

Some online advertisingis valuable to me

None of the onlineadvertising I see is of

value to me

I find a lot of onlineadvertising to be of

value

Q: In general, how do you feel about online advertising? Please select one response.Source: Ipsos Insight, July 2009 Base: Total n=1239


More than two-thirds (69%) feel contextually relevant advertisements increase the value of those ads

Feelings About Contextual Advertising

7%

62%

21%

10%

Greatly increase thevalue of those ads

Somewhat increase thevalue of those ads

Somewhat decrease thevalue of those ads

Greatly decrease thevalue of those ads

Q: Sometimes you will see online advertising that is relevant to the story or content you are reading. When online advertising is relevant to the content surrounding it, how does that affect your impressions of the online advertisement? Ads relevant to surrounding content…Please select one response.

Source: Ipsos Insight, July 2009 Base: Total n=1239

69%


Detailed Findings- Travel Index Assessment


More than half of respondents find the Travel Index page credible (Top2Box)

Attributes (Top 2 Box) - Travel Index

56%

53%

48%

43%

43%

22%

43%

42%

23%

48%

44%

45%

20%

58%

52%

47%

54%

53%

Credible

Interesting

Relevant

Helpful

Useful

Uncluttered

Total Version A Version B

Q: Please rate how well each of the following attributes describes the page you just saw on a 1 to 5 scale.Source: Ipsos Insight, July 2009 Base: Total, n=619, Version A n=358, Version B n=261


Noticed Ad

No, 47%Yes, 53%

Q: When you first viewed the original test page, did you notice the sponsored message that is now highlighted in red?Source: Ipsos Insight, July 2009 Base: Version A n=358

Half (53%) of respondents noticed the ad on their first viewing

Contextual Module Form – (Book a Trip)


For Most (64%) the Book A Trip module did not affect their opinion of the page

Effect on Page - Contextual Module (Book A Trip)

1%

1%

3%

10% 50% 8%

7%

5%

3%

2%

3%

3%

16%

17%

25%

13% 64%

61%

62%

12%

13%

10%

7%

6%

Credible

Useful

Relevant

Distracting

Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK

Q: Please indicate whether the sponsored message on the page affected your opinion of the page on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version A n=358


Position on the page and size of the element most affected page impression

Aspects Affecting Impression - Contextual Module(Book A Trip)

48%

37%

29%

24%

19%

12%

22%

Position on the page

Size of element

Content

Graphic design

Functionality

Label or headline

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version A n=358


Seven in ten (72%) said the travel information on the page did not affect their opinion of the Book A Trip module

Effect of Surrounding Content on Contextual Module(Book A Trip)

1%

2%

2%

6% 66% 7%

6%

4%

3%

3%

3%

3%

18%

22%

14%

13% 72%

60%

65%

6%

7%

7%

6%

6%

Credible

Useful

Relevant

Distracting


Q: Thinking about it a different way, please indicate whether the information on the page surrounding the sponsored message affected your opinion of the page on the following factors. Please select one response for each.

Source: Ipsos Insight, July 2009 Base: Version A n=358


Noticed Ad

No, 74%

Yes, 27%


Three-quarters (74%) of respondents did not notice the ad on their first viewing

Text Banners in Main Content Area


Slightly more than one quarter (27%) felt the text banners decreased their opinion of the page’s credibility

Effect on Page - Text Banners in Main Content Area

1%

1%

0%

6% 62% 7%

12%

7%

3%

2%

2%

3%

9%

9%

16%

6% 64%

63%

63%

15%

15%

14%

12%

11%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the page on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Version A: Total n=358


Position on the page and content most affected page impression

Aspects Affecting Impression - Text Banners in Main Content Area

33%

32%

24%

19%

18%

9%

34%


Content

Size of element

Graphic design

Label or headline

Functionality

None of the above



One in six (16%) said the travel information on the page decreased their opinion of the Text Banners in Main Content

Effect of Surrounding Content on Text Banners in Main Content (Featured Advertiser Links)

1%

1%

1%

4% 69% 7%

10%

6%

3%

3%

3%

3%

10%

8%

12%

8% 73%

68%

68%

7%

11%

11%

9%

8%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 61%

Yes, 39%


Two in five (39%) of respondents noticed the ad on their first viewing

Text Link in Main Content Area – Travel Leavenworth


Nearly one in five (18%) found the text links increased (Top2Box) credibility of the page

Effect on Page - Text Links in Main Content Area

3%

3%

3%

4% 69% 8%

4%

3%

1%

2%

2%

2%

20%

21%

14%

15% 69%

65%

64%

7%

6%

5%

6%

5%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the page on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version A n=358


Position on the page and content most affected page impression

Aspects Affecting Impression - Text Links in Main Content Area

28%

27%

24%

19%

16%

11%

36%


Content

Size of element

Graphic design

Label or headline

Functionality

None of the above


APME CREDIBILITY PROJECT 33Nearly one in five (18%) said the travel information on the page increased (top 2 box) the credibility of the Text Links in Main Content

Effect of Surrounding Content on Text Links in Main Content(Travel Leavenworth)

3%

3%

4%

3% 73% 6%

3%

3%

2%

2%

2%

3%

23%

24%

12%

15% 72%

63%

65%

6%

4%

5%

3%

3%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 69%

Yes, 31%

Q: When you first viewed the original test page, did you notice the sponsored message that is now highlighted in red?Source: Ipsos Insight, July 2009 Base: Version B n=261

One in three (31%) respondents noticed the ad on their first viewing

Contextual Module – Text/Graphic (Cruise Deals)


One in six (16%) felt the Cruise Deals module decreased the credibility of the page

Effect on Page - Contextual Module (Cruise Deals)

2%

2%

2%

7% 63% 6%

5%

6%

3%

3%

3%

4%

7%

10%

14%

7% 73%

72%

75%

8%

8%

8%

8%

5%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the page on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version B n=261


Position on the page and size of the element most affected page impression

Aspects Affecting Impression - Contextual Module(Cruise Deals)

40%

28%

26%

26%

13%

8%

33%


Size of element

Content

Graphic design

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version B n=261


Three quarters (74%) said the travel information on the page did not affect their opinion of the Cruise Deals module

Affect of Surrounding Content on Contextual Module(Cruise Deals)

2%

2%

2%

4% 68% 7%

5%

4%

5%

3%

4%

4%

13%

14%

13%

8% 74%

70%

72%

8%

6%

6%

4%

5%

Credible

Useful

Relevant

Distracting



Source: Ipsos Insight, July 2009 Base: Version B n=261


Noticed Ad

No, 28%

Yes, 72%


Seven in ten (72%) respondents noticed the Text/Graphic ad stack ad on their first viewing

Text/Graphic Ad Stack – Travel Advertisers


One in six (17%) felt the Ad Stack decreased the credibility of the page but was seen as Useful and Relevant by nearly one quarter (23%)

Effect on Page - Text/Graphic Ad Stack (Travel Advertisers)

2%

2%

2%

7% 67% 8%

3%

3%

2%

2%

2%

2%

21%

21%

13%

10% 71%

66%

64%

12%

8%

7%

5%

3%

Credible

Useful

Relevant

Distracting




Position on the page and graphic design of the element most affected page impression

Aspects Affecting Impression - Text/Graphic Ad Stack(Travel Advertisers)

40%

38%

32%

30%

13%

8%

25%


Graphic design

Content

Size of element

Label or headline

Functionality

None of the above



Three quarters (74%) said the travel information on the page did not affect their opinion of the Text/Graphic Ad Stack module

Effect of Surrounding Content on Text/Graphic Ad Stack(Travel Advertisers)

2%

2%

1%

4% 73% 7%

3%

2%

2%

2%

2%

3%

22%

21%

11%

12% 74%

67%

65%

8%

6%

6%

4%

4%

Credible

Useful

Relevant

Distracting





Detailed Findings- Health Story Assessment


Half of respondents find the Health Story page credible

Attributes (Top 2 Box) - Health StoryPage

51%

54%

48%

40%

41%

42%

40%

41%

42%

49%

39%

41%

41%

53%

55%

47%

48%

53%

Credible

Interesting

Relevant

Helpful

Useful

Uncluttered




More than two-thirds of respondents find the Health Story credible (Top2Box)

Attributes (Top 2 Box) - Health Story Article

68%

70%

58%

48%

49%

54%

48%

49%

53%

55%

48%

51%

55%

67%

68%

60%

70%

73%

Credible

Interesting

Relevant

Helpful

Useful

Uncluttered




Noticed Ad

81%

19%

21%

84%

16%

79%Yes

NoTotal

Version A

Version B

Q: When you first viewed the original test page, did you notice the sponsored message that is now highlighted in red?Source: Ipsos Insight, July 2009 Base: Total 619, Version A n=358, Version B n=261

Eight in ten (79%) respondents noticed the Display Ad on their first viewing

Display Ad


While increasing the relevance of the article, the Bastyr display ad decreased the credibility of the article


Increased(Top2Box)

15%

24%

17%

17%

29%

20%

17%

11%

17%

12%

16%

17%Credible

Relevant

Useful

Distracting

Total

Version A

Version B

Decreased(Low2Box)

32%

17%

20%

16%

16%

18%

17%

35%

19%

22%

15%

30%Credible

Relevant

Useful

Distracting

Total

Version A

Version B

Ad Effect on Article – Display Ad (Bastyr)


Content, above all, most affected page impression

Aspects Affecting Impression - Display Ad (Bastyr)

48%

37%

40%

23%

18%

7%

23%

51%

39%

39%

26%

17%

7%

21%

43%

35%

41%

20%

20%

7%

25%

Content


Size of element

Graphic design

Label or headline

Functionality

None of the above

Total

Version A

Version B

Q: Specifically, what aspects of the sponsored message affected your impression of the article? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Total 619, Version A n=358, Version B n=261


The health article had no net impact on the Bastyr display ad’s credibility but increased the ad’s relevance and usefulness


Increased(Top2Box)

24%

34%

29%

15%

40%

35%

14%

19%

25%

23%

15%

27%Credible

Relevant

Useful

Distracting

Total

Version A

Version B

Decreased(Low2Box)

22%

12%

14%

12%

11%

13%

12%

24%

15%

15%

12%

20%Credible

Relevant

Useful

Distracting

Effect of Article on Ad – Display Ad (Bastyr)


Noticed Ad

No, 38%

Yes, 62%


Six in ten (62%) of respondents noticed the ad on their first viewing

Traditional Ad Links


Eight in ten (83%) felt ad links had no effect on their opinion of the article’s credibility

Effect on Page - Traditional Ad Links (Google Ads)

1%

1%

1%

4% 73% 5%

6%

3%

3%

2%

3%

2%

5%

5%

14%

3% 83%

79%

81%

6%

6%

6%

5%

6%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version A n=358


Position on the page and content most affected article impression

Aspects Affecting Impression - Text Banners in Main Content Area

30%

28%

18%

12%

11%

6%

47%


Content

Size of element

Graphic design

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the article? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version A n=358


One in ten (13%) said the health story on the page increased (top 2 box) their opinion of the Traditional Ad Links’ credibility

Effect of Surrounding Content on Traditional Ad Links(Ads By Google)

2%

1%

79% 7%

6%

4%

3%

3%

4%

4%

7%

8%

6%

11% 76%

75%

78%

5%

7%

8%

3%

4%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 44%

Yes, 56%


More than half (56%) of respondents noticed the Text Link Ad Stack on their first viewing

Text Link Ad Stack (Featured Sponsors)


One quarter (25%) said the Text Link Ad Stack decreased their opinion of the article’s credibility

Effect on Page - Text Link Ad Stack (Featured Sponsors)

1%

1%

2%

8% 68% 3%

7%

5%

3%

3%

3%

3%

7%

8%

12%

6% 65%

73%

72%

11%

9%

7%

14%

8%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version B n=261


Position on the page and content most affected article impression

Aspects Affecting Impression - Text Link Ad Stack

34%

31%

15%

15%

10%

7%

40%

Content


Size of element

Graphic design

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the article? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version B n=261


One in five (18%) said the health story on the page decreased their opinion of the Text Link Ad Stack’s credibility

Effect of Surrounding Content on Text Link Ad Stack(Featured Sponsors)

2%

2%

3%

3% 75% 6%

6%

4%

3%

3%

3%

3%

14%

17%

9%

11% 67%

67%

69%

8%

7%

5%

10%

6%

Credible

Useful

Relevant

Distracting





Detailed Findings- Entertainment Index Assessment


Half of respondents find the Entertainment Index page credible

Attributes (Top 2 Box) - Entertainment Index Page

54%

45%

38%

34%

40%

19%

34%

43%

20%

45%

34%

36%

18%

58%

50%

41%

49%

39%

Credible

Interesting

Relevant

Helpful

Useful

Uncluttered




Noticed Ad

No, 54%

Yes, 46%

Q: When you first viewed the original test page, did you notice the sponsored message that is now highlighted in red?Source: Ipsos Insight, July 2009 Base: Total n=358

Half (46%) of respondents noticed the ad on their first viewing

Contextual Module – Text/Graphic


One in five (19%) felt the contextual module increased their opinion of the page’s credibility

Effect on Page - Contextual Module Text/Graphic (Mark Morris)

4%

2%

3%

4% 74% 7%

1%

2%

2%

2%

1%

2%

15%

12%

20%

19% 74%

70%

76%

5%

2%

3%

1%

1%Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the page on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Total n=358


Content, graphic design and position on the page most affected page impression

Aspects Affecting Impression - Contextual Module Text/Graphic

35%

32%

31%

28%

16%

7%

27%

Content

Graphic design


Size of element

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Total n=358


One in five (18%) said the entertainment information on the page increased (top 2 box) the credibility of the Text/Graphic Module

Effect on Advertisement (Context Module Text/Graphic) of Surrounding Content

1%

2%

2%

2% 77% 6%

1%

1%

3%

3%

3%

4%

22%

26%

11%

17% 75%

65%

69%

3%

4%

3%

1%

1%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 91%

Yes, 9%


Nine in ten (91%) of respondents did not notice the Nav Link ad on their first viewing of the page

Navigation Link Ad


One in ten felt the nav link ad increased the page’s credibility

Effect on Page - Nav Link Ad (Buy Bumbershoot Tix)

2%

2%

2%

3% 81% 5%

2%

2%

5%

5%

5%

5%

8%

4%

12%

15% 72%

76%

78%

3%

5%

6%

2%

2%Credible

Useful

Relevant

Distracting




Position on the page and size most affected impression of the page

Aspects Affecting Impression - Nav Link Ad

37%

26%

18%

14%

13%

7%

43%


Size of element

Content

Label or headline

Graphic design

Functionality

None of the above



The entertainment information surrounding the Nav Link ad has equal positive and negative impact on credibility; both are small

Effect on Advertisement (Nav Link) of Surrounding Content

1%

1%

1%

2% 82% 4%

3%

3%

3%

3%

3%

4%

10%

11%

5%

6% 83%

79%

78%

3%

4%

3%

3%

4%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 74%

Yes, 26%


One quarter (26%) of respondents noticed the Text Banner ad on their first viewing of the page

Text Banner Ad


More than one in ten (12%) felt the Text Banner ad decreased the page’s credibility

Affect on Page - Text Banner Ad (American Idol Tix)

1%

2%

1%

3% 77% 6%

4%

2%

4%

3%

3%

5%

5%

8%

9%

8% 74%

74%

77%

9%

11%

9%

3%

3%Credible

Useful

Relevant

Distracting




Position on the page and content most affected impression of the page

Aspects Affecting Impression - Text Banner Ad (American Idol Tix)

33%

29%

20%

17%

14%

8%

43%


Content

Size of element

Graphic design

Label or headline

Functionality

None of the above



The entertainment information surrounding the ad lends a slight (6%) increase to the Text Banner ad’s credibility and usefulness

Effect on Advertisement (Text Banner Ad) of Surrounding Content

1%

1%

1%

1% 81% 5%

1%

1%

3%

3%

3%

4%

11%

10%

8%

6% 84%

78%

77%

5%

7%

6%

1%

1%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 81%

Yes, 19%


Eight in ten (81%) respondents did not notice the Text Link Ad in Main Content Area on their first viewing of the page

Text Link Ad in Main Content Area


One-sixth (15%) felt the Text Link Ad in Main Content area increased the page’s credibility

Effect on Page - Text Link Ad In Main Content (Bumbershoot Tix)

4%

5%

4%

7% 65% 5%

4%

5%

3%

2%

3%

2%

11%

16%

16%

14% 68%

67%

71%

6%

9%

9%

2%

3%Credible

Useful

Relevant

Distracting




Position on the page and size most affected impression of the page

Aspects Affecting Impression - Text Link in Main Content(Bumbershoot Tickets)

36%

26%

26%

23%

21%

10%

37%


Size of element

Graphic design

Label or headline

Content

Functionality

None of the above



One-sixth (16%) feel the credibility of the Text Link in Main Content Area was increased by the surrounding entertainment information

Effect of Surrounding Content on Text Link in Main Content(Bumbershoot Tickets)

3%

4%

5%

4% 70% 8%

1%

3%

6%

4%

5%

5%

20%

21%

10%

13% 70%

62%

65%

5%

6%

5%

2%

2%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 42%

Yes, 58%


Six in ten (58%) respondents noticed the Text/Graphic Combo Ad on their first viewing of the page

Text/Graphic Combo Ad


More than one in ten (14%) felt the Text/Graphic Combo ad increased the Entertainment Index page’s credibility

Effect on Page - Text/Graphic Combo Ad (Teatro Zinzanni)

3%

3%

2%

3% 74% 9%

2%

2%

5%

4%

4%

4%

11%

8%

21%

20% 68%

65%

73%

5%

5%

6%

1%

2%Credible

Useful

Relevant

Distracting




Graphic design and position on the page most affected impression of the page

Aspects Affecting Impression - Text/Graphic Combo Ad(Teatro Zinzanni)

40%

36%

26%

23%

14%

9%

34%

Graphic design


Content

Size of element

Label or headline

Functionality

None of the above



The credibility of the Text/Graphic Combo Ad was increased (13%) by the surrounding entertainment information

Effect of Surrounding Content on Text/Graphic Combo Ad(Teatro Zinzanni)

3%

2%

3%

3% 79% 5%

2%

2%

5%

4%

5%

6%

16%

16%

5%

10% 78%

71%

72%

4%

4%

4%

1%

2%

Credible

Useful

Relevant

Distracting





Detailed Findings- Political Story Assessment


Six in ten (63%) respondents find the Political Story page credible

Attributes (Top 2 Box) - Political Story Page

63%

73%

67%

60%

57%

48%

67%

64%

59%

57%

51%

49%

32%

69%

78%

74%

55%

67%

Credible

Interesting

Relevant

Useful

Helpful

Uncluttered




Nearly eight in ten (77%) respondents find the Political Story credible (Top2Box)

Attributes (Top 2 Box) - Political Story Article

77%

88%

81%

71%

70%

57%

75%

72%

67%

73%

66%

66%

42%

80%

91%

86%

72%

83%

Credible

Interesting

Relevant

Useful

Helpful

Uncluttered




Noticed Ad

No, 14%

Yes, 86%


Nine out of ten (86%) of respondents noticed the ad on their first viewing

Display Ad – Candidate Endorsement


One third (32%) felt the candidate endorsement decreased their opinion of the article’s credibility

Affect on Article - Display Ad (Candidate Endorsement)

2%

2%

4%

8% 59% 10%

6%

6%

2%

1%

1%

2%

12%

17%

16%

9% 55%

59%

64%

18%

12%

13%

14%

9%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Total n=358


The size, position on the page and content most affected the impression of the article

Aspects Affecting Impression - Display Ad (Candidate Endorsement)

49%

43%

43%

20%

18%

6%

26%

Size of element


Content

Graphic design

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the article? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Total n=358


Three in ten (28%) said the political story on the page decreased (low 2 box) their opinion of the credibility of the Candidate Endorsement

Effect on Advertisement (Traditional Ad Links) of Surrounding Content

2%

5%

6%

5% 66% 9%

8%

6%

2%

3%

3%

3%

16%

20%

11%

11% 57%

57%

60%

14%

8%

7%

14%

9%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 26%

Yes, 74%


Three-quarters (74%) of respondents noticed the ad on their first viewing

Display Ad – General Endorsement


One in five (23%) felt the Display ad decreased their opinion of the article’s credibility

Affect on Article - Display Ad (General Endorsement)

2%

3%

3%

13% 55% 7%

8%

5%

3%

2%

2%

2%

8%

12%

18%

7% 65%

66%

71%

15%

11%

10%

8%

5%

Credible

Useful

Relevant

Distracting




The size, content and design of the display ad most affected the impression of the article

Aspects Affecting Impression - Display Ad (General Endorsement)

40%

37%

32%

31%

26%

4%

32%

Size of element

Content

Graphic design


Label or headline

Functionality

None of the above



One in five (18%) said the political story on the page decreased (low 2 box) their opinion of the credibility of the General Endorsement

Effect of Surrounding Content on Display Ad(General Endorsement)

2%

2%

3%

6% 74% 5%

5%

3%

4%

3%

3%

4%

10%

11%

8%

8% 68%

72%

72%

10%

8%

8%

8%

5%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 72%

Yes, 28%


Seven in ten (72%) respondents did not notice the ad on their first viewing

Text Link Ad Stack – Special Advertising Section


One in five (20%) felt the ad stack decreased their opinion of the page’s credibility

Effect on Article - Text Link Ad Stack (Special Advertising Section)

1%

2% 78% 6%

5%

4%

3%

3%

3%

3%

9%

10%

7%

7% 70%

75%

74%

12%

9%

6%

8%

5%

Credible

Useful

Relevant

Distracting


Q: Please indicate whether the sponsored message on the page affected your opinion of the article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Total n=358


Content and position on the page most affected the impression of the article

Aspects Affecting Impression - Display Ad (Candidate Endorsement)

32%

25%

17%

13%

12%

6%

46%

Content


Size of element

Graphic design

Label or headline

Functionality

None of the above

Q: Specifically, what aspects of the sponsored message affected your impression of the article? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Total n=358


One in five (18%) said the political story on the page decreased (low 2 box) their opinion of the credibility of the Special Advertising Section ad stack

Effect of Surrounding Content on Ad Stack(Special Advertising Section)

3%

4%

4%

2% 77% 7%

5%

2%

4%

4%

4%

4%

9%

9%

7%

5% 66%

71%

69%

15%

10%

6%

8%

5%

Credible

Useful

Relevant

Distracting





Noticed Ad

No, 13%

Yes, 87%


Nine in Ten (87%) respondents noticed the ad on their first viewing

Keyword in Text – Weyerhaeuser Jobs


Nearly half (47%) felt the Keyword in Text ad decreased the credibility of the page

Effect on Page - Keyword in Text (Weyerhaeuser Jobs)

4%

3%

5%

40% 27% 8%

18%

13%

3%

1%

2%

14%

15%

11%

7% 39%

42%

39%

20%

23%

19%

27%

21%

Credible

Useful

Relevant

Distracting




The position, content and size of the ad most affected the impression of the article

Aspects Affecting Impression - Keyword in Text (Weyerhaeuser Jobs)

66%

45%

40%

31%

27%

23%

13%


Content

Size of element

Functionality

Graphic design

Label or headline

None of the above



One in three (32%) said the political story on the page decreased their opinion of the Keyword in Text’s credibility

Effect of Surrounding Content on Keyword in Text(Weyerhaeuser Jobs)

3%

3%

3%

21% 48% 7%

10%

9%

5%

3%

4%

5%

12%

14%

10%

10% 50%

57%

53%

15%

15%

12%

17%

13%

Credible

Useful

Relevant

Distracting





Demographics


Demographic profile

Total Sample

(N=1,239)

Version A

(n=716)

Version B

(n=523)

Intercept

(n=865)

VoiceNW

(n=374)

Gender % % % % %

Male 57 58 55 59 51

Female 44 43 45 41 49

Age % % % % %

18-24 2 1 3 3 1

25-34 12 10 14 11 13

35-44 20 18 23 19 21

45-54 29 30 28 29 30

55-64 25 28 21 26 23

65+ 12 14 11 12 13

Time Spent Online Hrs. Hrs. Hrs. Hrs. Hrs.

Mean Time 21.2 21.8 20.5 21.3 21.2


Demographic profile

Total Sample

(N=1,239)

Version A

(n=716)

Version B

(n=523)

Intercept

(n=865)

VoiceNW

(n=374)

Education (nets) % % % % %

Trade/HS or less 6 5 6 6 4

Some college 23 22 24 24 21

4 year degree 27 24 32 26 29

Post graduate 45 49 39 44 46

Time Spent Online % % % % %

Under $35,000 9 9 8 9 7

$35,000-$49,999 9 8 12 10 8

$50,000-$74,999 18 19 16 18 17

$75,000-$99,999 17 17 17 17 18

$100,000-$149,999 17 18 16 17 17

$150,000 or more 12 13 11 12 14

DK/Refused 19 18 19 19 18


Demographic profile

Total Sample

(N=1,239)

Version A

(n=716)

Version B

(n=523)

Intercept

(n=865)

VoiceNW

(n=374)

Ethnicity % % % % %

Hispanic/Latino 2 2 2 2 2

Asian/Pacific Islander 4 5 3 4 4

Black, African American

2 1 2 2 2

White, Caucasian 80 82 77 78 83

American Indian 1 1 1 1 1

Other Race 2 1 3 2 1

Refused 10 8 12 11 8

State of Residence % % % % %

Washington State 86 84 90 81 100

Other State 14 16 10 19 --


Detailed Findings- Focus Groups


What is an ad? – Page 1

Noticed Avg Rank

Wicked 14 4.5

World Market 13 3.4

Ads By Google 12 1.9

Find Open Houses 12 2.4

Find Your Happy Place 9 6.0

Verizon 8 2.9

Living Blogs 6 3.0

Grocery Bag Fashion 2 3.0

Search Events 1 5.0

Sound off 1 8.0

I’d like you to take a marker and circle whatever items you see that you feel are sponsored by someone or are some form of advertising. As you spot those messages, please number them 1, 2, 3 in the order that you see them.


What is an ad? – Page 2

Noticed Avg Rank

Featured Partners 14 4.6

Travelocity 14 5.3

DeVry 12 3.3

NWhomes 11 1.5

UW Contextual Links 11 4.2

NWautos 11 5.2

Open Houses 10 2.6

Belltown Spine 9 5.1

Wine Glass 4 1.3

Home & Garden 1 3.0

Forums 1 5.0

NWSource Blogs 1 6.0

I’d like you to take a marker and circle whatever items you see that you feel are sponsored by someone or are some form of advertising. As you spot those messages, please number them 1, 2, 3 in the order that you see them.


What is an ad? – Key FindingsParticipants tended to notice ads in order of their visual “scroll” down the

page

•Some noted, however, that they might not actually see or pay attention to these same ads on an actual online page

“I might not have seen this (top Google ads) on a screen. You train yourself to go to where you expect content.” Male

Position on the page is especially important in whether and how an ad will be seen

•Both male and female participants said that they tend to ignore the entire right-hand side of the page, assuming it is all ads. But when asked to identify ads, the right-hand side of the page is where they tended to look.

• Because the right-hand position is considered advertising, some page content features/items were seen as advertising rather than content

“I wipe out the whole right-hand side of the page. I don’t see it having value to me.” Female

•Links and advertisements that blend in visually with adjacent content items can be lost on the page

“The embedded ones that look like the text of the articles are less effective because I don’t want to look at that. I’ll miss them.” Male


What is an ad? – Key FindingsColor, size and especially graphics tend to dictate whether or not an item

will be seen and considered an ad

•Larger, more colorful ads were noticed by participants, regardless of their position on the page.

• For example, the Travelocity banner ad at the bottom of the page was noticed by all

•Like position on the page, the use of color and graphics denotes advertising for many, causing some content items to be seen as advertisements

• Links to Living Blogs were considered an advertisement by some because of their yellow background

• The use of a whistle graphic or picture of a wine glass caused some participants to view links to content articles as advertisements

In general, focus group participants seemed to pay more attention to advertising relevant to the page

•Some items caught participants’ eyes even if they were not immediately in the market, acting as a reminder to take action later, but other non-relevant content is ignored

“I’m more likely to click on it if it’s related to what I’m reading.” Male

“What I’m not interested in, I just don’t see it.” Female


Assessment of Text Links

• The ‘Featured Advertiser’ text links tested were recognized as less relevant to the content on the page and too similar in design to the content links

• For some, the lack of relevance was slightly confusing

“It detracts because if I’m looking for outdoors and recreation and there isn’t any, I’ll stop (looking). I expect to see REI or Subaru Outbacks…” Male

• For others, the ad was negatively impacted by the specific advertiser, and could reflect back upon The Seattle Times brand

“I’ve read The Times forever, but if I see this, it makes me think they’ll take ads from anyone.” Female


Assessment of Text Banner

• The Text Banner tested was seen as relevant to the content of the Travel page

• It was not seen as obtrusive or out of place in the context of the page

• Some felt the local nature of the advertiser increased their positive impression of the ad

“I like that the Travel Leavenworth is local. Not Seattle, but Washington local. It gives me a warm fuzzy feeling.” Female


Assessment of Ads by Google Text Links

• The Ads by Google were seen by participants to be somewhat, but not closely, related to the content on the page

• The possibility that the links were generated by their search histories was a negative for some respondents

• Overall, however, Ads by Google were not negatively perceived and accepted as a standard form of advertising that is sometimes relevant and helpful, sometimes not


Assessment of Featured Sponsor Text links

• The Featured Sponsor text links caused some confusion among participants. Opinions were mixed as to what the title denotes.

• In the context of an article page about Bastyr with a large banner ad for Bastyr, many thought the article could have been a PR piece or pay for play.

• Some participants noted that the article came with a Seattle Times byline and trusted that the paper would not run a PR piece as news

• Several participants also noted they didn’t see the placement as “malevolent,” but felt it could be close to crossing a line of seeming biased

“You want something to be relevant, and clearly it is, but it’s a fine line.”


Assessment of Display Ad (Candidate Endorsement)

• Focus group participants who had seen this ad in the survey said they were interested enough in the article to keep reading, even if the ad was large and distracting

• Reactions to the placement were mixed, though generally negative:

• Some felt it reflected poorly on the newspaper to put the ad next to the negative article

• Others felt it reflected poorly on Doug Sutherland to run an ad next to the negative article

• It is important to note that participants were split in their perceptions of how ads are placed – either through automation or hand-selected positions, which seemed to drive their impression of whether seattletimes.com or Doug Sutherland was negatively impacted

Documents

APME CREDIBILITY PROJECT 1 APME Online Credibility Project: Impact of Contextual Advertising September 2, 2009 STC Strategic Research Dept