What Contexts make users Click?
Martin Colbert’s Google Research Award
a display ad: what context will make users click the advert below?
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Web users soon get used to display adverts, and learn to ignore them, so many sites resort to attention-grabbing advert designs or deceptive page layouts to boost click through rates. This is a problem for us, because the user experience is impaired. More importantly, it also deters the use of online information.
Is there a way of increasing the persuasivenss of display adverts, without also reducing the usability or credibility of the host site? This project explores this possibility by studying the context in which the advert is displayed, and its effects upon user experience, rather than the design of the advert itself. Perhaps, we should improve the quality of information on the site, the relevance of the advert to the user’s task, and the credibility of the advert selection process.









