Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/235361 
Year of Publication: 
2021
Series/Report no.: 
CESifo Working Paper No. 8991
Publisher: 
Center for Economic Studies and Ifo Institute (CESifo), Munich
Abstract: 
We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands advertised. Attention to ads is a predictor both of willingness-to-pay for brands, and brand recall. The main predictors of attention include the type of news and the match between individual political preferences and the media outlet.
Subjects: 
online-advertising
experiments
attention
e-commerce
targeting
JEL: 
M37
C91
L86
Document Type: 
Working Paper
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