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研究原文

研究翻译

在线新闻中的原生广告：

点击量、品牌知名度和网站可信度之间的权衡

Anocha Aribarg 和 Eric M. Schwartz

（特别备注，原文中的in-feed ads是指置入在使用者信息流中的广告，比如说微博动态中插入的广告，这里我翻的内置广告。）

摘要

原生广告是一种与其出现的平台的形式和功能相匹配的网络广告。在实践中，在展示型广告和内置原生广告之间的选择，给品牌广告主和在线新闻出版商带来了相互冲突的目标。广告商面临着广告点击量和品牌认知度之间的权衡，而出版商则需要在广告点击量和平台的可信度之间取得平衡。对于政策制定者来说，对原生广告混淆客户的担忧促使美国联邦贸易委员会发布了原生广告的披露指南。本研究旨在了解消费者对原生广告与展示广告的反应，以及对不同风格的原生广告信息披露的反应，采用随机在线和现场实验的方式，结合行为点击流、眼动和调查响应数据。结果显示，当控制广告在新闻页面上的位置时，原生广告会产生更高的点击率，因为它与周围的编辑内容更相似。但是，相比于原生广告，展示广告能给网站带来更多的视觉关注度、品牌认可度和信任度。

关键词

原生广告，公共政策，眼球追踪，实地实验，广告披露

在线补编：https://doi.org/10.1177/0022243719879711

原生广告与它所出现的平台的形式和功能相匹配。原生广告已经变得很流行，尤其是在线广告。2016年，在线广告商在原生广告上花费了170亿美元，2018年花费了350亿美元，预计2019年将花费440亿美元（eMarketer 2019）。Wojdynski（2016）将原生广告分为三类。(1)赞助的超链接列表，(2)赞助的内容，(3)赞助的社交媒体帖子。对于赞助的超链接列表，两种常见的形式是内置和搜索，内置即网络出版商将广告插入新闻网站上的文章标题列表中（如《今日美国》、雅虎新闻），搜索即赞助的搜索列表与关联的结果混合在一起（如Yelp上的赞助餐厅列表）（互动广告局2013）。在本研究中，我们主要关注网络新闻背景下的内置原生广告。

在管理实践中，显示广告和内置原生广告之间的选择给品牌广告主和在线新闻发布者带来了相互冲突的目标。原生广告由于与出版商的内容相似，很可能为广告主带来较高的广告点击率，而看起来与编辑内容截然不同的展示广告则可能比原生广告吸引更多的注意力，获得更高的品牌认知度。消费者浏览页面错误点击原生广告时，广告主仍然可以从中获益，出版商虽然可以从这种点击中获得收入，同时也可能会付出很高的代价。当看到原生广告与编辑内容同时出现时，消费者可能会有被欺骗的感觉，这种负面情绪会降低信任度和读者量。综上所述，广告主面临着广告点击量和品牌认知度之间的权衡，而出版商则需要在广告点击量和平台的信任度之间取得平衡。

解决这个联合优化问题是很复杂的，而且对原生广告的效果知之甚少。虽然由一家原生广告平台提供商赞助的研究（Sharethrough 2016）表明，内置原生广告能获得比显示广告更高的点击率，但没有学术研究为这一说法提供直接的实证支持。除了对其有效性的质疑，原生广告还引发了法律方面的担忧。美国联邦贸易委员会(FTC)要求所有的广告披露都要 “清晰、突出”，FTC也明确提到了原生广告，消费者保护局局长杰西卡-里奇(Jessica Rich)(2016年)表示，”你必须明确广告就是广告”，以防止消费者将广告与编辑内容混淆。但这些政策指南可能会对实践以及消费者对原生广告的反应产生怎样的影响？

之前的学术研究主要集中在赞助内容上，以前被称为社论式广告（例如，由广告商和出版商共同撰写的文章），而不是超链接赞助列表。该研究考察 了消费者将赞助内容识别为广告的程度，以及赞助内容的说服力（例如，Becker-Olsen 2003；Kim和Handcock 2017；Tutaj和van Reijmersdal 2012）。广告点击和品牌认可度并不是赞助内容研究的主要成果。一些与赞助超链接列表相关的研究（Edelman和Gilchrist，2012年；Sahni和Nair，2018年）研究了赞助搜索形式。虽然搜索和内置广告似乎密切相关，但有关两者其中之一的结论可能不会转化为另一个。在为数不多的与内置原生广告相关的论文中，Wang、Xiong和Yang（2019）研究了广告序列位置如何影响点击和转化，Kim、Youn和Yoon（2019）关注消费者对展示广告与原生广告的态度。

为了回答营销实践和政策的问题，并填补研究文献的空白，我们的工作旨在：（1）评估消费者对内置原生广告（相对于显示广告）的反应， (2)研究注意力如何驱动消费者的反应，以及 (3)确定如何最好地披露原生广告。我们关注对广告主和发布商至关重要的响应指标：点击率、品牌认可度和对于发布商的信任度。

研究人员不能依靠观察数据来比较原生广告与展示广告的效果，也不能比较不同原生广告披露形式的效果；但是，广告主通常不会通过多种格式、以随机的方式、使用可比的广告刺激来做广告。因此，为了比较原生广告和显示广告，我们在创建了一个具有真实新闻文章的虚构可导航网站后进行了两项研究。这使我们能够在随机的实验条件下操纵网站的元素，以测量浏览行为并进行调查。在这两项研究中，我们通过在编辑内容旁边显示原生和显示广告来控制广告位置。在研究2中，我们用重复广告曝光设计复制了研究1中的效果，并研究了消费者的注意力如何驱动他们的浏览行为。

通过跟踪参与者在浏览不同新闻网站时的眼球运动，来评估消费者对不同原生广告披露的反应。为了评估消费者对不同的原生广告披露的反应，我们在研究3中与一家商业新闻出版商进行了实地实验，向125,000名订阅者发送了一份通讯。

总的来说，研究1和2的结果显示，原生广告可以产生更多的点击量，但导致品牌认知度低于展示广告。暴露于原生广告也会导致提供广告的在线新闻网站的可信度降低。通过眼球追踪数据，我们发现显示广告比原生广告吸引更多的消费者关注，但当参与者在不同版本的在线新闻网站上看到不同位置的广告时，这种差异就会消失。对广告的关注会增加广告点击率和品牌认可度。研究3显示，广告商可以通过让原生广告披露不那么显眼，但仍然最低限度地符合FTC准则来增加点击量。另外，如果广告主想更严格地遵守指南，他们最好使用更突出的披露，比如那些显眼的广告品牌，以受益于品牌认可度的提高。寻求折中方案的广告主，如果对原生广告使用中等程度的披露突出，可能会错失广告点击量和品牌认可度的好处。

文章的其余部分组织如下。首先，我们回顾了相关文献并讨论了我们的预期结果。然后，我们描述了三个主要研究，并介绍了每个研究的实验设计和结果。最后，我们讨论了我们的研究贡献、管理和公共政策意义、研究局限性以及未来研究的途径。

相关文献

虽然自2010年以来，展示广告点击率一直保持在0.1%的低水平（Chatterjee，Hoffman和Novak，2003），但研究表明，传统的在线展示广告可以增加品牌的回忆度（Dragansaka，Hartmann和Stanglein，2014），并对品牌产生积极的影响（Briggs和Hollis，1997；Rutz和Bucklin，2012）。尽管如此，营销人员还是寻求了内置原生广告作为替代方案。内置原生广告，如新闻网站上的广告，在两个重要方面与传统展示广告不同：位置和外观。传统上，显示广告出现在网站的边缘（例如，网站的侧面或顶部），这使它们处于劣势（Dr´eze和Hussherr，2003；Hervet等，2011）。相比之下，原生广告与其他编辑内容一起被定位在信息流中。原生广告也被设计成与周围的内容相似，可能不会被注意到，而展示广告的对比性外观可能使其具有被看到的优势。在本项研究中，我们控制了广告位置（Kim, Youn, and Yoon 2019），主要关注于比较展示广告与原生广告的视觉外观如何产生不同的消费者反应。

视觉搜索文献表明，当一个非焦点对象与其周围环境表现出更多对比时，其视觉信号强度会增加（Steinman和Levinson，1990）。更一般而言，消费者对竞争性刺激的注意是由一个心理地形图引导的，这个地形图捕捉了刺激的相对视觉显著性（Parkhurst、Law和Niebur 2002；Van derLan、Pieters和Wedel 2008）。一个与周围环境形成鲜明对比的刺激在视觉上更突出，可以吸引更多的注意力（Pieters和Wedel，2004）。因此，在控制广告位置的情况下，我们预计显示广告比原生广告具有更高的视觉显著性，将可能吸引更多的注意力，并获得更高的品牌认可度。

与此同时，其他文献表明，物体之间的相似性影响消费者如何分类和识别它们(Nosofsky1987;Snodgrass和McCullugh 1986)。人们利用两个物体之间的视觉相似性作为线索，来确定一个物体与另一个物体属于同一类。品牌模仿研究凭借视觉相似度的概念来探索自有品牌在包装相似的情况下，消费者多大程度上会将其与全国性品牌混淆，结果是消费者会无意识地购买自有品牌(Loken, Ross, and Hinkle 1986;Satomura, Wedel，和Pieters, 2014)。视觉上的相似性也是原生广告法律问题的核心，因为联邦贸易委员会对消费者混淆原生广告和编辑内容表示了担忧(Bak- shi 2015)。因此，我们预期原生广告与周边内容在视觉上的相似性能产生更高的点击率。

出版商也应该意识到错误点击带来的收入风险。近期贸易文献(Adler2015;Larzuaskas 2014)认为原生广告会对出版商的信誉产生负面影响。消费者对原生广告的负面认知可能来自于感知的欺骗(Jiang et al. 2019)。欺诈性广告会产生不信任，并对消费者随后对同一来源广告的反应产生负面影响(Darke和Ritche 2007)。如果消费者认为原生广告具有欺骗性，这种负面情绪会降低消费者对出版商的信任。

为了应对潜在的欺骗行为，联邦贸易委员会执行了关于原生广告披露突出性的指导方针:“对于‘广告是商业内容’的披露应该出现在广告的焦点附近……[即使]原生广告的焦点是图像或图形”(联邦贸易委员会2015)。之前我们考虑了原生广告和显示广告在视觉上与周围内容的相似程度上的差异，与之相似的是，我们也在考虑更明显的信息披露可以使原生广告看起来更像显示广告。我们测试了三种水平的原生广告披露显著性，从仅仅满足联邦贸易委员会的最低要求到展示一个“清晰而明显”并且涉及高品牌显著性的披露 (Han, Nunes, and Dre’ze 2010)。

大多数之前的研究关注于赞助内容的披露(Krouwer、Poels和Paulussen 2017年;Wojdynski和Evans 2016;Wojdynski等，2017)。Sahni和Nair(2018)的研究与我们的更接近，他们表明，在赞助搜索列表中，越明显的信息披露会产生更高的广告点击率，而消费者看到广告后点击相应的有机列表，则会产生更高的广告点击率。在他们的研究中，消费者的浏览目标（例如，搜索餐厅）与本地广告中包含的信息（例如，餐厅信息）一致，而与之不同的是，消费者在我们研究中的目标是阅读在线新闻，而接触本地广告与这一目标不一致。我们预期我们的结果与之前关于显著品牌展示广告的研究更加一致(Baltas 2003;Chandon, Chtourou, Fortin, 2003)。也就是说，我们所预期的是高曝光率的原生广告点击率较低，但品牌认知度较高。

研究1:消费者对原生广告和展示广告的反应

我们的第一项研究为参与者提供了显示广告和原生广告。这使得我们能够控制广告的位置，并检验显示广告与编辑内容的对比以及原生广告与之相似之处是否会对广告点击率和品牌认知度产生不同的影响。我们还研究了消费者如何评估新闻网站在各种广告形式下的可信度。

方法

我们从一个名为Lucid的商业在线小组中招募了1299名参与者(其中52.5%为女性，40%年龄在40岁或40岁以下，43.7%完成了大学或以上学业)。该调查评估了他们浏览可导航的在线新闻网站的体验。我们展示了一个虚构但实用的新闻网站《新闻日报》(Newsday Gazette)，它是我们用当前真实的文章创建的，我们允许参与者通过点击主页标题阅读完整的文章，然后再浏览回主页。在2017-18年的研究中，我们使用了从国家网站收集的实际新闻文章。当参与者点击广告时，他们会被引导到我们创建的品牌登陆页面。参与者只能在主页、新闻文章和品牌登陆页面之间浏览。为了让显示广告和原生广告出现在同一位置，我们在桌面和移动平台上采用了新闻网站(如usatoday.com、wsj.com、nytimes.com)常见的平铺设计。(请参阅Web附录A1-A3以了解行业示例;虚拟网站请参阅Web附录A4。)

我们为六个品牌设计了广告(AT&T, Chevrolet, GoPro,Kohl’s, Microsoft, and Skinny Cow)模仿平铺布局网站上出现的风格。这些广告尽可能使用来自品牌实际活动和产品网站的图片和信息。我们为同一品牌的原生广告和显示广告使用了几乎相同的图像，但是我们在原生广告中加入了更多的文本和标题，以便将它们融入周围的内容(图1)。

我们的研究采用了13个条件的被试间设计:6个(品牌)2个(广告格式:显示广告与原生广告)，加上一个控制条件，即显示广告与原生广告都不显示。图2显示了所使用的全部12种品牌和广告格式组合。《Newsday Gazette》以10块瓷砖为特色，广告和原生广告出现在中间一排(从底部起第二排)的最右位置的瓷砖上(见图1)。只要参与者愿意，我们允许他们浏览新闻网站。参与者平均花2分52秒的时间浏览。在浏览完新闻网站后，他们被要求使用多项目量表对其可信度进行评分(Casalo´, Flavia´n,和Guinal´ıu 2011)。然后我们让参与者指出他们“记得看过”和“最感兴趣”的文章标题。

图1：可导航的新闻网站，为这项研究创建，以原生和内置显示格式的GoPro广告为特色(在研究1和2中使用的来自网站刺激的截图)。

我们通过询问参与者是否记得在新闻页面上看到过该品牌的广告来衡量品牌认知度。我们列出了所有六个品牌的名称以及六个与六个焦点品牌属于同一类别的诱饵品牌（例如，Verizon是AT&T的诱饵）。我们还将其他的品牌也纳入了其中，它们在其他情况下也总是出现在页面上，例如，Facebook和联合航空公司是文章标题的主题，但不是本土广告的赞助商。当参与者正确地识别了焦点品牌，并且没有选择任何其他没有展示给他们的品牌时，品牌识别度量等于1。接下来，我们要求参与者评价他们对焦点品牌和相应竞争对手品牌的熟悉程度。

此外，为了检验我们设计的本地广告是否更像编辑内容而不是展示广告，我们向参与者展示了他们在新闻网站上看到的广告版本，并询问他们最初认为是文章还是广告（一个二元变量）。我们还要求参与者在两个独立的7分Likert量表上对广告进行评分：（1）他们在多大程度上同意广告类似于新闻网站上的文章标题；（2）他们在多大程度上同意广告类似于传统的展示广告。第一个问题的平均分和第二个问题的反向分问题是我们和编辑内容的相似程度。

最后，参与者对广告的视觉吸引力进行了七分制评分。我们收集了参与者的互联网行为、对不同在线广告格式的熟悉程度、广告屏蔽工具的使用、对广告的怀疑（Obermiller和Spangenberg 1998）、之前被广告看起来像是编辑内容所迷惑的经历以及人口统计等信息。这些数据是通过我们的网站（Newsday Gazette）和Qualtrics调查收集的。该网站使用分析软件（Heap）跟踪个人在一个会话中的浏览行为，并将每个会话链接到一个唯一的调查参与者ID，使我们能够测量广告点击量。

图2.研究1和研究2中使用本地广告和显示广告作为刺激。

结果

在所有参与者中，83%的人表示他们至少有一次误点了广告，以为是一篇文章，34%的人使用了广告拦截服务。超过一半的人熟悉 “横幅广告”(66%)和 “赞助内容”(58%)，但熟悉 “原生广告”(6%)的人较少。大约一半的参与者（42%）在前一周在互联网上花费了超过20小时。平均而言，我们发现，原生广告在产生点击量方面更胜一筹，而展示广告则在获得品牌认知方面更胜一筹（图3）。包括控制条件在内，我们没有发现不同广告形式的网站可信度存在显著差异。

操控检验。首先，有明显更大比例的参与者最初将原生广告误认为是文章标题。其次，原生广告的平均编辑相似度评分也显著大于显示广告。两种测量方法之间的相关性为0.47。

对广告点击和品牌认可度的影响。排除控制条件，我们对广告点击（表1，M1）和品牌认可度（表1，M2）共同进行贝叶斯多变量probit回归建模，以说明它们的相关误差。我们将品牌固定效应、品牌熟悉度、视觉吸引力和对广告的态度作为控制变量。我们还加入了浏览时间，因为参与者只要想看新闻网站就可以看，而且广告曝光的概率随着浏览时间的增加而增加。因为之前的研究表明，注意力在不同的视觉刺激成分之间存在潜在的传递效应（Ellis和Smith，1985年；Pieters、Rosbergen和Wedel，1999年），我们根据参与者是否记得看到广告左侧或上方的文章（根据文化写作系统；Nielsen，2006年；Shrestha和Lenz，2007年）来测量注意力溢出。为了获得模型参数的后置抽样，我们实施了马尔科夫链蒙特卡洛抽样（Allenby和Edwards，2003），删除了10,000个烧毁抽样，并从额外的10,000个抽样中保留了1/10用于统计推理。为了报告所有表格中的证据强度，我们依靠单尾后概率（prob），它被计算为每个参数的所有后抽签中大于零的比例。例如，0.95表示95%的后验概率为正，0.05表示95%为负。

原生格式对广告点击量有显著的正向影响，但对品牌认知度有显著的负向影响。广告点击量受到视觉吸引力和浏览时间的积极影响。在研究中，对广告态度较为积极的参与者，点击两种形式的广告的可能性较小。品牌熟悉度、浏览时间和注意力溢出对品牌认知度有正向影响。两种结果的误差相关性为0.64（概率¼1）。

广告点击量 品牌认知度 网站可信度

控制 原生 显示

图3.原生广告和站内显示广告的广告点击率、品牌认知度和网站信任度（研究1）。

注释：对于每个条件和响应，都显示了其周围的平均值（点）和95%的置信区间（线）。在所有六个品牌和广告格式中，原生广告的广告点击率更高（原生广告8.1% vs. 显示广告3.5%，w2 ¼ 10.919，p < .001，Cram´er’s V ¼ .099）。显示广告的品牌认可度更高（原生广告15.6% vs. 显示广告31.2%，w2 ¼ 39.142，p < .001，Cram´er的V ¼ .183）。对于网站可信度，不同条件下的平均评分没有显著差异，包括对照组（原生网站3.66 vs. 显示网站3.68 vs. 对照组3.71，方差分析F ¼ .238，p ¼ .789）。各品牌的原生广告和展示广告在视觉吸引力上没有显著差异。

表1.原生与显示格式对广告点击率、品牌认知度和网站可信度的影响（研究1）。

广告点击量 品牌认知度 网站可信度 网站可信度

a 我们在模型中加入了五个品牌固定效应，但为了简洁起见，没有在表格中报告它们的参数。

b 注意力溢出以参与者是否记得在广告上方或左侧看到一篇文章来衡量。

c 对于每个模型参数，后均值估计值显示（左），一尾后概率（右）表示证据的强度。该表表示如果90%的后验区间不包括零（粗体字）。所有估计值都代表贝叶斯模型的后引摘要（模型M1和M2是用双变量二元概率联合估计的；M3和M4是高斯模型）。

对新网站可信度的影响 不同于对点击率和品牌认知的分析，对新网站可信度的分析（表1，M3）包括了控制条件；所以，我们必须要排除一些与控制条件无关的控制变量。M3没有显示原生广告形式对新网站可信度的产生显著的主效应。尽管如此，当我们将广告点击和原生广告形式（Table 1, M4）,我们发现点击原生广告可能会导致受试者认为网站的可信度较低（-.271, prob = .041 )。当受试者对广告有着更多积极的态度或在网站上浏览更长时间，他们会认为网上的新闻更加值得信赖。

研究2: 在重复网站曝光下的眼动追踪

现存研究利用眼睛的移动来提供有关消费者对于印刷和电视视觉广告的可靠信息的关注(Rayner 1995; Wedel and Pieters 2008)。更少的论文利用眼球追踪来研究网络研究和网上广告的关注(Dre ́ze and Hussherr 2003)。研究2检验了在原生广告效应中关注所扮演的角色。因为原生广告类似于他们周遭的环境，可能不如展示广告中视觉的突出所吸引消费者注意力来的有效果。

Chatterjee, Hoffman, 和 Novak (2003) 的研究显示，随着时间推移，对于来自于相同广告商展示广告的重复曝光会对点击率产生负面影响。即使对于不同的广告，网站可用的研究显示只要消费者尝试并认出一则展示广告，他们就会无视一系列的广告(Benway 1998; Schroeder 1998) 。所以，我们将参与者暴露于一系列不同广告形式下来创造了关于 原生广告vs展示广告的 随机变量。在这项研究中，我们探索了重复曝光的调节角色和一系列关于原生广告和展示广告的效用的特征。

方法

我们招募了来自（1）Midwestern University为了获得学分而选修市场营销导论；（2）得到$7经济奖励的试验池 的共计156名的本科生（43%为女性；30%以上的样本在前一个礼拜花费了超过20个小时在网络上）。我们要求每一个来自研究1（所有的广告都被测试）的受试者去评价相同的新闻网站。每个受试者都要求按照顺序浏览四种版本的新网站。每个版本的网站都有不同的文章，并宣传不同的焦点品牌。我们从研究1和研究2中六种不同的牌子中选择了四种：AT&T，Chevrolet，GoPro，and Kohl’s。四种网站的版本以随机顺序展示给消费者。研究2的受试者被允许随意浏览每一个网站。

为了探究重复曝光的潜在影响，我们操纵了每个受试者在每个新网站中会看到的广告形式。我们创造了八个条件的受试间设计：2（前三个广告：DDD-[展示广告，展示广告，展示广告] vs. NNN-[原生广告，原生广告，原生广告] x 2 （第四个广告：展示广告—D vs. 原生广告—N） x 2 （广告位置：固定 vs. 不同）设计导致了受试者以四种之一的顺序浏览了一系列广告：DDDD（n = 39），DDDN（n = 38），NNND（n = 40），和NNNN（n = 39），NNND（n = 40），和NNNN（n = 39）。受试者随机的地在（1）在“固定位置条件”的情况下（n = 75），每一个广告都在一样的位置（右边中间列）或者（2）在“不同的位置”的情况下（n = 81），广告在四个不同的位置：在中间列的左边、中间、右边或者在底部列的中间位置。

在受试者浏览了第一个新闻网站后，他们被要求使用在研究一中用过的多元量表去对信任度进行评分并且讲出他们记得网站上的哪一篇文章。接下来，他们看到了有着相同排版但是带有不同的文章组合以及广告品牌的下一个网站。受试者再次浏览了一遍并被问了同样的问题。在第四个以及最后的版本过后，我们问了相同的问题加上一个与研究1中很相似的附加问题集的问题。我们一起在最后一个问题集中测量了对于所有新网站的品牌认知，因为在每次网站评估后评估品牌认知度都会人为地引导参与者关注广告。我们利用了眼睛移动的数据去测量受试者对于广告和广告附近的文章，以解决关注度溢出的问题。

带有23英寸对角线，LED背光显示屏，分辨率为1920?x1080的HP E231全彩色显示器上显示了说明和刺激信息。我们在平均频率为16毫秒的平均采样率使用了 Tobii Pro X2-60 紧密的眼睛追踪仪来进行数据采集，并且使用 iMotions 6.3 软件来处理数据。所有的受试者都有正常的或者变得正常的版本。我们使用了注视的次数来测量注意力。个体固定的忍受度为200到400毫秒（Rayner1998）。

结果

操控检验 最初，相当大比例的受试者将原生广告误认为文章标题（50%原生广告 vs. 22%展示广告，卡方= 54.743, p < .001 ）。原生广告的平均编辑相似度等级也明显高于展示广告（4.473 vs. 3.382, y = -7.188,p<0.001) 。两种操作检查措施之间的相关性为0.63。

注意力的影响 我们估计了广告固定的贝叶斯负二项式回归模型， 控制了模型截距中具有随机效应的个体之间未观察到的异质性，以及使用研究1中使用的相同控制变量观察到的差异（表2，M1）。我们使用了R包，brms（Bu ̈rkner 2017 ）使用哈密顿量蒙特卡罗实现贝叶斯多级回归模型，并且需要比马尔可夫链蒙特卡罗更少的迭代来收敛。在1,000次抽奖后，两条链中的每条都收敛了，每条链中还有1,000条被保留以进行统计推断。 色散参数的后均值为1.876，该平均值明显大于1（概率= 1），表明负二项式分布反映的注视计数分布要好于泊松（色散参数固定为1）。 我们探索了原生广告格式与每个重复展示特征之间的所有交互作用，并发现了原生广告格式与广告是否以不同的广告位置展示之间唯一有意义的交互。 有关实验条件的更多描述性结果，请参见Web附录B。

估算的模型参数表明，原生广告获得的关注度少于展示广告（less.250，概率= .022；表2，M1）。 但是，只有通过原生广告格式与广告是否在不同位置展示（.240，prob = .938）之间的相互作用，才能证明效果显着。 在图4中，我们进一步展示了原生广告在固定和变化条件下的简单效果（顶部两个条形图）。 这些结果证明，当原生广告在新闻网站上以相同位置展示时，它们比展示广告受到的关注要少。

重要的控制变量表示，当参与者浏览较长的时间以及固定在其上方或左侧的文章（即正面注意力溢出）时，他们会更多地参与广告。 参与者在所有四个站点上平均浏览了3分钟17秒，而在第一个站点上平均浏览了2分钟51秒。

显著的控制变量表明，当他们盯着上面或左边的一篇文章浏览时间较长时，他们会更多地关注一个广告，即正向的注意力溢出）， 参与者浏览了所有四个站点的平均了3分17秒，在第一个站点上浏览了两分51秒的平均时间明显缩短。参与者对第一个新闻网站上的广告的关注也较少，当广告格式与他们在前三个网站上看到的不同时，他们更多地关注第四个网站上的广告。 再加上 在上面，参与者更多地关注左边中间一行的广告，而不是任何其他位置的广告。 值得注意的是，这个吸引注意力的位置不是固定位置条件下显示的广告位置（中间一行最右边）。

对广告点击和品牌识别的影响。 我们运行了一个联合贝叶斯多元广义线性混合模型，该模型具有用于广告点击和品牌识别的二进制Probit规范和网站可信度的高斯规范(即线性回归)。该模型(表2，M2-M4) 允许随机的个别截距的影响是相关的，并将注意力（固定）作为一个自变量。 我们首先讨论与广告点击(表2，M2)和品牌识别(表2，M3)有关的结果。

原生广告格式继续显著提高广告点击率，但不会显著影响品牌识别。我们在研究结束时测量了所有品牌的品牌识别度，这可能削弱了广告格式与品牌识别之间的关系。尽管测量较弱，但我们的品牌识别受到品牌熟悉程度的积极影响，这与早期的结果是一致的。注意还会导致广告点击率(.055, prob =1)和品牌识别(.025, prob= .984)明显增长。虽然我们无法建立原生格式对品牌识别的影响，但我们发现原生格式引起了更多的关注，注意力随后增加了品牌识别。注意对广告点击的积极影响，再加上原生格式对注意力的负面影响，也表明由于注意力减少，原生格式对广告点击的反效果。广告点击的个别随机截距与品牌识别之间的相关性大且显著(.763,Prob= 1)

对新闻网站可信度的影响。 与研究1的结果(表1，M3)不同，这些结果表明原生广告格式对网站可信度有显著的负面影响(.129, prob= .008;表2，M4)。 对广告的积极态度也略微增加了网站的可信度。可信度与广告点击和品牌识别之间的个别随机截距相关性较小，不显著。值得注意的是，与广告点击和品牌识别不同，注意力不会影响可信度。(.001, prob= 0.408).

显示对原生广告的有效性。研究1和2表明，当我们控制位置时，原生广告获得的广告点击率高于显示广告，但关注度和品牌认知度低于显示广告。然而，只有当广告位置不同时，原生格式对注意力的影响才是显著的。 此外，暴露对于原生广告，特别是重复曝光（研究2），新闻网站的可信度评价降低。虽然广告商在选择每种广告格式时必须在点击和品牌识别之间进行权衡，但出版商必须在点击的收入和他们的声誉之间进行权衡。

研究3：原生广告披露突出现场实验

显示和原生广告格式可以被看作是一个连续体的两端，从视觉上与周围的内容形成对比到类似于周围的内容。 同样，原生广告披露也可以根据它们在广告中出现的显著程度，在一个连续体上进行观察。因此，考虑到这一连续体，以原生格式披露广告的重要性如何影响消费者的点击率和品牌识别？为了回答这个问题，我们进行了一个现场实验(在预测试研究之后，在Web附录D中报告)，为管理者提供指导。并向他们展示联邦贸易委员会准则的直接影响。鉴于更突出的披露使原生广告更像显示广告，我们希望找到类似于我们先前的发现的效果。

方法

为了在现实世界中测试原生广告披露突出对广告点击和品牌识别的影响，我们与Morning Brew合作进行了一个随机对照现场实验(在线媒体公司Morningbrewdaily.com)，一家以业务为中心的通讯公司。 Morning Brew通过工作日电子邮件，以对话的语气，从主流消息来源（如《金融时报》和《华尔街日报》）发布了每日经济和金融新闻报道摘要 截至2019年2月，超过100万订户（在本研究时约为15万）。Morning Brew的收入依赖于合作伙伴关系和主要使用原生广告的广告商。 时事通讯的大部分订阅者是年龄在18到35岁之间的千禧一代(201年 7)，大约45%是女性。Morning Brew电子邮件以丰富的HTML格式发送，并包含几个部分（例如，主要标题、面试技巧、财务术语）。当时，通讯只包含一个赞助部分，这是我们为这项研究操纵的电子邮件的唯一部分。

我们为一家就业培训和招聘公司–华尔街绿洲的原生广告开发了三种披露格式，并加入了一个对照条件。我们采用了主体间设计，有四个条件：一个没有广告（对照），三个有低、中、高披露突出度的原生广告（图5）。这三种披露格式都是合法的，至少最低限度地符合FTC规则，并在广告底部包含 “华尔街绿洲赞助 “的文字，其字体风格和大小与广告内容和电子邮件文本相同。只有标题下的广告顶部因条件不同而不同：低突出条件没有额外的披露，中等突出条件在标题和广告的主体之间包含“赞助”的蓝色字体，以及高度突出的条件包括“由华尔街绿洲赞助”和广告顶部的品牌标志。 控制条件没有广告或提到品牌。电子邮件的所有其他部分在四个条件下都是相同的。

图5。 随机现场实验（研究3）的设计显示了Morning Brew发送给其通讯订阅者的三封不同电子邮件的实验操纵部分的截图。邮件的不同之处只在于原生广告披露的突出性：低突出(小组A)、中等突出(小组B)和高突出(小组C)。

表3。 在使用电子邮件通讯的现场实验中，信息披露的显著性对广告点击、品牌识别和整体体验的影响（研究3）。

a模型估计只在最初的实验邮件发送后24小时内打开并回答了品牌认知和网站体验问题的调查对象中进行。该调查连续两天发出，这里收录了所有回复。

b为简明起见，我们省略了截点。基线是高披露的显著性。广告点击-品牌识别错误项之间的相关性为0.33（1.000）。我们在括号中报告后均值和单尾概率。广告点击-品牌识别联合模型不包括控制条件。这些模型中没有控制变量可供包含。

c对于每个模型参数，后均值估计值（左）和一尾后概率（右）表示证据强度。粗体字表示90%的后验区间不包括零。

美国东部时间2017年4月19日上午5:45，Morning Brew使用Mailchimp成功地向138436名用户发送电子邮件，随机选择四种条件中的一种。当天，37592人打开了邮件，5201人点击了至少一个链接，458人点击了原生广告。在接下来的两天里（4月20日和21日），Morning Brew又发了两封电子邮件，每封邮件都包括一份在新闻稿末尾的调查，参与者可以填写。调查包含两个问题：一个是衡量品牌认知度的问题（“你还记得在广告中看到过以下哪个品牌？）和一个衡量整体新闻稿体验（“评价你的体验”）。为了提高回复率，我们使用了更简单的总体体验量表，而不是网站可信度的多重评分量表。在询问品牌认知度时，我们包括目标品牌和其他四家竞争公司（BrokerHunter、Doostang、Investopedia和Training the Street），其中一家（Investopedia）在前几周曾在新闻稿中出现过。参与者通过点击邮件中的回复回答问题。为了鼓励参与，我们向随机挑选的五名参与者提供了价值50美元的亚马逊礼品卡。我们收集了2233名用户的数据，这些用户在实验当天打开了邮件，并且在实验结束后的两天内都回答了调查。

结果

表3首先显示了收到邮件、打开邮件、点击原生广告并回答了四种情况下调查问题的订阅者数量。开放率是测试工作日发送的电子邮件的典型比率，每个收件人都看到相同的主题行。在随机分组检查中，我们注意到开放率在所有四种情况下没有显著差异（大约为28%）。虽然广告点击率可以使用所有打开电子邮件的收件人的数据进行分析，但我们仅使用回答了品牌识别和网站体验评级问题的参与者进行了以下分析。与研究1一致，我们还估计了广告点击和品牌识别的多元概率，以及使用这部分数据的网站体验的回归模型。

对广告点击和品牌识别的影响。披露不太突出的本土广告的点击率明显高于其他广告，低显著性条件下的点击率为10.4%，中等显著性广告的点击率为3.6%，高显著性广告的点击率为2.7%(x2= 25.90, p < .001, Cram´er’s V = .149).。值得注意的是，虽然中等显著性披露的点击率显著低于低显著性披露(x2= 11.61, p < .001)，但中等显著性披露和高显著性披露之间的点击率没有显著差异。这些结果也被中(.699; prob=1)低(.188; prob=.890)显著性披露的参数估计所证实，这表明从中等显著性变化到高显著性披露并不会对点击率造成太大影响。

在品牌认知度方面，披露最显著的广告的识别率最高（57.1%），高于中等（49.8%）和低显著性（44.9%）的条件（x2= 12.11, p < .01, Cram´er’s V = .102）。配对测试显示，这种差异主要是由品牌知名度从中到高显著性（x2= 3.37, p < .067）的提高所驱动的。参数估计还显示，高披露显著性导致显著高于中(-.268, prob=.001)或低(-.365, prob=0 for high)披露显著性的品牌认知度。这些结果表明，使用显著的品牌披露显著有利于品牌识别。

新闻稿体验。与研究1和研究2不同，研究3没有表明信息披露显著性对网站体验有影响。不同评级条件下的差异，包括控制条件下的评级差异并不显著。尽管如此，这些结果与我们在网络附录D中报告的预测试一致。在预测试中，我们使用了与研究1和2中使用的相同的可信度量表；因此，我们在研究3中使用更简单的量表不太可能影响结果。

关于披露重要性的讨论。研究3（以及网络附录D）的结果显示了一致的证据：使本土广告的法律披露更加突出（例如，包括品牌标识）会导致最高的品牌识别率。虽然这可能会以点击率为代价，但这可能是值得的。在中显著性和高显著性披露条件下，广告点击率的差异较小，这表明了一个明确的管理含义：广告商可能从高显著性披露中获益最多，以利用品牌知名度的提高。另一方面，中显著性的选择似乎是最糟糕的选择。最后，尽管本土广告格式对网站可信度有负面影响，但我们并未发现披露显著性与网站可信度之间存在相同的关系。根据我们的调查结果，Morning Brew选择更显著地披露赞助商的品牌，在新闻稿的顶部显示广告商的品牌名称和标识。

一般性讨论

考虑本土广告的品牌广告商和在线出版商有着相互矛盾的目标。他们的理想结果是在不牺牲出版平台的可信度的前提下，发布既能产生广告点击率又能获得品牌认可的广告。但这种联合优化需要权衡。为了了解这些权衡，我们进行了随机实验，比较了消费者对显示广告和在线原生广告的反应，同时控制广告定位和测量眼球运动以吸引注意力。视觉注意力是联邦贸易委员会担心本土广告及其披露可能存在欺骗的关键，因此我们操纵了广告披露的视觉布局和显著性。

我们的结果提供了三个关键权衡的证据：

1、广告商必须在使用原生格式和显示格式之间进行权衡。本土广告产生更高的点击率，而显示广告可以获得更多的关注和更大的品牌认知度。根据2018年的行业报告，本地广告和展示广告的定价相似，为每千次0.30美元至3.00美元，这表明在选择本地和显示格式时，相对成本可能并不重要（Dey 2018；Pratskevich 2018）。

2、同样的权衡也适用于广告商关于本土广告法律披露重要性的决定。

3、那些从点击和印象中获得收入的出版商也应该注意到（无意中）点击会产生收入，也会对读者的信任产生负面影响。值得注意的是，对信任的不利影响是由广告形式（原生广告与展示广告）驱动的，而不是由本土广告的披露程度所驱动。

我们的研究结果指出了对营销人员的直接建议：如果广告商和出版商决定更严格地遵循联邦贸易委员会的指导方针，他们可能会更好地在披露信息时突出品牌名称。这表明联邦贸易委员会的指导方针与广告商和在线出版商的利益一致。这一发现说明了在市场营销和公共政策交叉点进行研究的重要性。

我们的研究结果还补充了Sahni和Nair（2018）提供的本地广告披露影响的现有证据，他们发现，在更显著的披露条件下，推广上市广告点击率高于在不太突出的披露条件下。然而，我们在研究3中发现了相反的结果。在他们的目标一致性设置中，在搜索平台（如Yelp）上寻找餐厅的消费者有一个浏览目标，即找到一家餐厅，这一目标也可以通过点击平台上广告的餐厅来实现，特别是当它被突出显示的时候。相比之下，当消费者以阅读在线新闻为目标浏览时，点击广告与他们的目标不一致。因此，一个更突出披露的本地广告不太可能在网上新闻上下文中被点击。我们还预测，在目标一致的环境下，本地广告和显示广告的整体广告点击率都比目标不一致的情况下更高，但要检验这一预测还需要进一步的研究。我们的预测与先前的研究一致，即消费者在网上搜索时往往不会点击目标不一致的链接（Huberman 1998）。作为调节者，研究个人目标或背景差异可能是未来研究的一个富有成果的方向。

我们也承认我们的结果存在一些不一致之处。首先，虽然研究1表明本土广告形式对品牌识别有影响，但是我们在研究2中没有发现重复曝光设计的影响。我们决定在参与者看过所有的新闻网站后测量品牌认知度，因为我们不想人为地鼓励他们关注广告。我们认为，这一决定解释了本土广告对品牌认知度的影响较弱，因为参与者在浏览了四个新闻网站后，不太可能记住品牌。我们只对第一个或最后一个新闻站点进行了重新分析，但是我们仍然没有发现效果（这可能是由于样本量较小）。第二，虽然我们在研究2中发现了本土广告格式对网站可信度的主要影响，但是在研究1中，我们发现只有当参与者点击原生广告时，原生广告格式才具有显著的负效应。我们的设计可能加强了本地广告对网站可信度的负面影响，因为反复接触同一广告商的显示广告可以降低点击率（Chatterjee、Hoffman和Novak 2003）。最后，与研究1和2不同，研究3和网络附录D中的预测试均未检测到本地广告格式（与对照）或披露显著性对网站可信度或体验的影响。这些结果表明，我们可能无法将显著披露的本地广告视为展示广告。此外，在研究3中，用户对平台有更多的体验，因此他们对发布者的评价可能对广告披露的变化不那么敏感。未来的研究应该继续测试这对网站可信度的影响，并探索以前作为调节者的经验。

除了这些差异，我们还想解决我们的研究局限性。我们的品牌识别测量并不能完美测量变量，间接记忆任务可以更好地评估注意力对品牌识别和回忆的影响。我们也没有直接测试注意力驱动更高品牌认知度的机制，也没有直接测试混淆导致消费者点击本土广告并误认为是文章的机制。我们也不能直接谈论消费者对本土广告的长期反应。尽管采用了重复曝光设计，但我们无法确定在较长的一段时间内，消费者是否会逐渐习惯于本土广告并将其作为一种常态。最后，我们的研究并未涉及广告商应该如何设计读者点击本土广告后看到的赞助内容，但这将是未来研究的一个有希望的方向。例如，旨在与目标消费者目标一致的赞助内容（如娱乐）将是值得研究的。

致谢

作者感谢参加2017年南加州大学市场营销科学会议和德克萨斯大学达拉斯分校2018年Bass FORMS大会的与会者提供的有用反馈。作者感谢研究助理和软件开发人员Alex Chojnacki和Jordan Katz，图形设计师Sarah Reich，实验室协调员Lillian Chen和Michael Payne，以及Morning Brew联合创始人Alex Lieberman和Austin Reif。

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