ABSTRACT
Often, online ads are annoying. Ad blockers are a way to prevent ads from appearing on a web page. As a result, web service providers lose more than 35 billion dollars per year and freely available content on the web is at risk. Taking both interests of web service providers and users into account, we present a gamified ad blocker that allows users to drag a virtual monster over ads to eat them and make them disappear. For each deactivated ad, users receive ad-free time that they can take whenever they want. We report findings from a pre-study, establishing requirements for the implementation of the ad blocker as well as the results of a usability test of our prototype. As a next step, we will release the extension in the Chrome Web Store for upcoming in-the-wild studies.
Supplemental Material
Available for Download
Preview video captions
- William Albert and E. Dixon. 2003. Is This What You Expected? The Use of Expectation Measures in Usability Testing. Proceedings of Usability Professionals Association 2003 Conference, Scottsdale, AZ. (2003).Google Scholar
- Maximilian Altmeyer, Kathrin Dernbecher, Vladislav Hnatovskiy, Marc Schubhan, Pascal Lessel, and Antonio Krüger. 2019. Gamified Ads: Bridging the Gap Between User Enjoyment and the Effectiveness of Online Ads. CHI Conference on Human Factors in Computing Systems Proceedings (CHI 2019) (2019). Google ScholarDigital Library
- Mimi An. 2016. Why People Block Ads and What It Means for Marketers and Advertisers. Hubspot Research (2016).Google Scholar
- Aaron Bangor, Philip Kortum, and James Miller. 2009. Determining What Individual SUS Scores Mean: Adding an Adjective Rating Scale. Journal of usability studies 4, 3 (2009), 114--123. https://doi.org/66.39.39.113 arXiv:978-0--9846455702-0--1 Google ScholarDigital Library
- Jenny V. Bittner and Jeffrey Schipper. 2014. Motivational Effects and Age Differences of Gamification in Product Advertising. Journal of Consumer Marketing 31, 5 (2014), 391--400.Google ScholarCross Ref
- John Brooke. 1996. SUS - A Quick and Dirty Usability Scale. Usability evaluation in industry 189, 194 (1996), 4--7.Google Scholar
- Michelle R. Nelson. 2002. Recall of Brand Placements in Computer/Video Games. Journal of Advertising Research 42, 2 (2002), 80--92.Google ScholarCross Ref
- Ralf Terlutter and Michael L. Capella. 2013. The Gamification of Advertising: Analysis and Research Directions of InGame Advertising, Advergames, and Advertising in Social Network Games. Journal of Advertising 42, 2--3 (2013), 95--112. arXiv:1111.6189v1Google ScholarCross Ref
- Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan. 2006. The Effectiveness of In-Game Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names. Journal of Advertising 35, 4 (2006), 143--152.Google ScholarCross Ref
Index Terms
- Eating Ads With a Monster: Introducing a Gamified Ad Blocker
Recommendations
Gamified Ads: Bridging the Gap Between User Enjoyment and the Effectiveness of Online Ads
CHI '19: Proceedings of the 2019 CHI Conference on Human Factors in Computing SystemsWhile the use of ad blockers prevents negative impacts of advertising on user experience, it poses a serious threat to the business model of commercial web services and freely available content on the web. As an alternative, we investigate the user ...
Is banner ads totally blind for us?
CHI EA '01: CHI '01 Extended Abstracts on Human Factors in Computing SystemsThe emergence of Internet has provided an alternative channel for companies to promote their services and products online besides the traditional medium. An overview of Internet advertising diagram is also outlined in the paper. Banner ads, as the first ...
Online Shopping Websites: An Evaluation of User Experience and Interface Ergonomic Criteria from the Perspective of Older Users
Proceedings of the Third International Conference on Design, User Experience, and Usability. User Experience Design for Diverse Interaction Platforms and Environments - Volume 8518This paper presents a user experience evaluation of two online shopping websites from the perspective of older users (those aged 50 and older). Two online shopping websites were evaluated using methodological procedures established in prior research [1]...
Comments