The Effect of Presentation in Online Advertising on Perceived Intrusiveness and Annoyance in Different Emotional States

  • Kaveh BakhtiyariEmail author
  • Jürgen Ziegler
  • Hafizah Husain
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10191)


Online advertising is a rapidly growing area with high commercial relevance. This paper investigates the effect of different types of ad presentation, varying in frame size, position and animation level on visual intrusiveness and annoyance as perceived by users. Furthermore, we investigate the influence of users’ emotional states on perceived intrusiveness and annoyance. This research has been carried out through a survey study. The analysis of the data shows a linear correlation between the visual attention of the ads and its features. Also, a positive influence of emotion has been found on various types of ad presentations. In addition, the participants with emotions of positive valence and low arousal showed more tolerance to the same ad as the users with a different emotional state. This research proposes a new aspect in computational advertising to adapt the recommendations based on the user’s emotional state and the parameters of the online advertisements.


Online advertising Visual salience Annoyance Emotional influence Computational advertising Visual intrusiveness 



We express our gratitude and appreciation to Mrs. Mona Taghavi for her comments and reviews on this manuscript. This research is supported by Research Grant for Bi-nationally Supervised Doctoral Degrees through Deutscher Akademischer Austauschdienst (DAAD), Germany.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Kaveh Bakhtiyari
    • 1
    • 2
    Email author
  • Jürgen Ziegler
    • 1
  • Hafizah Husain
    • 2
  1. 1.Interactive Systems, Department of Computer and Cognitive Science, Faculty of EngineeringUniversity of Duisburg-EssenDuisburgGermany
  2. 2.Department of Electrical, Electronics, and System EngineeringUniversiti Kebangsaan Malaysia (The National University of Malaysia)BangiMalaysia

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