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Transcript of APME CREDIBILITY PROJECT 1 APME Online Credibility Project: Impact of Contextual Advertising...
APME CREDIBILITY PROJECT 1
APME Online Credibility Project: Impact of Contextual Advertising
September 2, 2009STC Strategic Research Dept.
APME CREDIBILITY PROJECT 2
Background, Objectives and Methodology
APME CREDIBILITY PROJECT 3
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
APME CREDIBILITY PROJECT 4
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
APME CREDIBILITY PROJECT 5
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
APME CREDIBILITY PROJECT 6
Key Findings
APME CREDIBILITY PROJECT 7
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
APME CREDIBILITY PROJECT 8
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
APME CREDIBILITY PROJECT 9
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
APME CREDIBILITY PROJECT 10
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
APME CREDIBILITY PROJECT 11
Key FindingsFactors influencing respondents’ impressions included:
• 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.
APME CREDIBILITY PROJECT 12
Key FindingsFactors influencing respondents’ impressions included:
• 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
APME CREDIBILITY PROJECT 13
Key FindingsFactors influencing respondents’ impressions included:
• 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
APME CREDIBILITY PROJECT 14
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.
APME CREDIBILITY PROJECT 15
Detailed Findings- General Information
APME CREDIBILITY PROJECT 16
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
APME CREDIBILITY PROJECT 17
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%
APME CREDIBILITY PROJECT 18
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
APME CREDIBILITY PROJECT 19
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%
APME CREDIBILITY PROJECT 20
Detailed Findings- Travel Index Assessment
APME CREDIBILITY PROJECT 21
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
APME CREDIBILITY PROJECT 22
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)
APME CREDIBILITY PROJECT 23
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
APME CREDIBILITY PROJECT 24
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
APME CREDIBILITY PROJECT 25
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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
APME CREDIBILITY PROJECT 26
Noticed Ad
No, 74%
Yes, 27%
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
Three-quarters (74%) of respondents did not notice the ad on their first viewing
Text Banners in Main Content Area
APME CREDIBILITY PROJECT 27
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
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 Version A: Total n=358
APME CREDIBILITY PROJECT 28
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%
Position on the page
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 page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version A n=358
APME CREDIBILITY PROJECT 29
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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
APME CREDIBILITY PROJECT 30
Noticed Ad
No, 61%
Yes, 39%
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
Two in five (39%) of respondents noticed the ad on their first viewing
Text Link in Main Content Area – Travel Leavenworth
APME CREDIBILITY PROJECT 31
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
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
APME CREDIBILITY PROJECT 32
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%
Position on the page
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 page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Version A n=358
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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
APME CREDIBILITY PROJECT 34
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)
APME CREDIBILITY PROJECT 35
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
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 B n=261
APME CREDIBILITY PROJECT 36
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%
Position on the page
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
APME CREDIBILITY PROJECT 37
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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 B n=261
APME CREDIBILITY PROJECT 38
Noticed Ad
No, 28%
Yes, 72%
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
Seven in ten (72%) respondents noticed the Text/Graphic ad stack ad on their first viewing
Text/Graphic Ad Stack – Travel Advertisers
APME CREDIBILITY PROJECT 39
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
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 B n=261
APME CREDIBILITY PROJECT 40
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%
Position on the page
Graphic design
Content
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: Version B n=261
APME CREDIBILITY PROJECT 41
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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 B n=261
APME CREDIBILITY PROJECT 42
Detailed Findings- Health Story Assessment
APME CREDIBILITY PROJECT 43
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
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
APME CREDIBILITY PROJECT 44
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
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=334, Version A n=200, Version B n=134
APME CREDIBILITY PROJECT 45
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
APME CREDIBILITY PROJECT 46
While increasing the relevance of the article, the Bastyr display ad decreased the credibility of the article
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
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)
APME CREDIBILITY PROJECT 47
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
Position on the page
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
APME CREDIBILITY PROJECT 48
The health article had no net impact on the Bastyr display ad’s credibility but increased the ad’s relevance and usefulness
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
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)
APME CREDIBILITY PROJECT 49
Noticed Ad
No, 38%
Yes, 62%
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
Six in ten (62%) of respondents noticed the ad on their first viewing
Traditional Ad Links
APME CREDIBILITY PROJECT 50
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version A n=358
APME CREDIBILITY PROJECT 51
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%
Position on the page
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
APME CREDIBILITY PROJECT 52
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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
APME CREDIBILITY PROJECT 53
Noticed Ad
No, 44%
Yes, 56%
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
More than half (56%) of respondents noticed the Text Link Ad Stack on their first viewing
Text Link Ad Stack (Featured Sponsors)
APME CREDIBILITY PROJECT 54
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version B n=261
APME CREDIBILITY PROJECT 55
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
Position on the page
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
APME CREDIBILITY PROJECT 56
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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 B n=261
APME CREDIBILITY PROJECT 57
Detailed Findings- Entertainment Index Assessment
APME CREDIBILITY PROJECT 58
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
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=620, Version A n=358, Version B n=262
APME CREDIBILITY PROJECT 59
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
APME CREDIBILITY PROJECT 60
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
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: Total n=358
APME CREDIBILITY PROJECT 61
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
Position on the page
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
APME CREDIBILITY PROJECT 62
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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: Total n=358
APME CREDIBILITY PROJECT 63
Noticed Ad
No, 91%
Yes, 9%
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
Nine in ten (91%) of respondents did not notice the Nav Link ad on their first viewing of the page
Navigation Link Ad
APME CREDIBILITY PROJECT 64
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
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: Total n=358
APME CREDIBILITY PROJECT 65
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%
Position on the page
Size of element
Content
Label or headline
Graphic design
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
APME CREDIBILITY PROJECT 66
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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: Total n=358
APME CREDIBILITY PROJECT 67
Noticed Ad
No, 74%
Yes, 26%
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
One quarter (26%) of respondents noticed the Text Banner ad on their first viewing of the page
Text Banner Ad
APME CREDIBILITY PROJECT 68
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
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: Total n=358
APME CREDIBILITY PROJECT 69
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%
Position on the page
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 page? Please select all that apply.Source: Ipsos Insight, July 2009 Base: Total n=358
APME CREDIBILITY PROJECT 70
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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: Total n=358
APME CREDIBILITY PROJECT 71
Noticed Ad
No, 81%
Yes, 19%
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=262
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
APME CREDIBILITY PROJECT 72
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
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 B n=262
APME CREDIBILITY PROJECT 73
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%
Position on the page
Size of element
Graphic design
Label or headline
Content
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=262
APME CREDIBILITY PROJECT 74
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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 B n=262
APME CREDIBILITY PROJECT 75
Noticed Ad
No, 42%
Yes, 58%
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=262
Six in ten (58%) respondents noticed the Text/Graphic Combo Ad on their first viewing of the page
Text/Graphic Combo Ad
APME CREDIBILITY PROJECT 76
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
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 B n=262
APME CREDIBILITY PROJECT 77
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
Position on the page
Content
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: Version B n=262
APME CREDIBILITY PROJECT 78
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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 B n=262
APME CREDIBILITY PROJECT 79
Detailed Findings- Political Story Assessment
APME CREDIBILITY PROJECT 80
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
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=20, Version A n=358, Version B n=262
APME CREDIBILITY PROJECT 81
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
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=349, Version A n=209, Version B n=140
APME CREDIBILITY PROJECT 82
Noticed Ad
No, 14%
Yes, 86%
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
Nine out of ten (86%) of respondents noticed the ad on their first viewing
Display Ad – Candidate Endorsement
APME CREDIBILITY PROJECT 83
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Total n=358
APME CREDIBILITY PROJECT 84
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
Position on the page
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
APME CREDIBILITY PROJECT 85
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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: Total n=358
APME CREDIBILITY PROJECT 86
Noticed Ad
No, 26%
Yes, 74%
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=262
Three-quarters (74%) of respondents noticed the ad on their first viewing
Display Ad – General Endorsement
APME CREDIBILITY PROJECT 87
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version B n=262
APME CREDIBILITY PROJECT 88
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
Position on the page
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=262
APME CREDIBILITY PROJECT 89
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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=262
APME CREDIBILITY PROJECT 90
Noticed Ad
No, 72%
Yes, 28%
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
Seven in ten (72%) respondents did not notice the ad on their first viewing
Text Link Ad Stack – Special Advertising Section
APME CREDIBILITY PROJECT 91
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Total n=358
APME CREDIBILITY PROJECT 92
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
Position on the page
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
APME CREDIBILITY PROJECT 93
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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: Total n=358
APME CREDIBILITY PROJECT 94
Noticed Ad
No, 13%
Yes, 87%
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=262
Nine in Ten (87%) respondents noticed the ad on their first viewing
Keyword in Text – Weyerhaeuser Jobs
APME CREDIBILITY PROJECT 95
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
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 article on the following factors. Please select one response for each.Source: Ipsos Insight, July 2009 Base: Version B n=262
APME CREDIBILITY PROJECT 96
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%
Position on the page
Content
Size of element
Functionality
Graphic design
Label or headline
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=262
APME CREDIBILITY PROJECT 97
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
Increased Very Much Increased Somewhat Did not affect Decreased somewhat Decreased very much DK
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=262
APME CREDIBILITY PROJECT 98
Demographics
APME CREDIBILITY PROJECT 99
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
APME CREDIBILITY PROJECT 100
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
APME CREDIBILITY PROJECT 101
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 --
APME CREDIBILITY PROJECT 102
Detailed Findings- Focus Groups
APME CREDIBILITY PROJECT 103
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.
APME CREDIBILITY PROJECT 104
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.
APME CREDIBILITY PROJECT 105
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
APME CREDIBILITY PROJECT 106
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
APME CREDIBILITY PROJECT 107
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
APME CREDIBILITY PROJECT 108
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
APME CREDIBILITY PROJECT 109
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
APME CREDIBILITY PROJECT 110
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.”
APME CREDIBILITY PROJECT 111
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