Attention for Open and Closed Advertisements

Abstract

In the last few decades there has been an increase in ads that need more effort to unravel and do not guide consumers to a specific interpretation as traditional ads do. These ads are open in the sense that their interpretation is less determined by the ad and more dependent on the mind of the “beholder.” Investigations into the benefits of open ads have generally employed forced exposure, which is likely to lead to relatively more attention for open ads as they are more difficult to interpret. Therefore, the advantages of open ads that these investigations reveal may not materialize in natural viewing conditions, if open ads do not—as they do in forced exposure—attract more attention in those natural conditions. This article investigates whether open ads command more attention than closed ads in circumstances simulating natural viewing conditions. Two studies were carried out, showing no differences in length of attention, but suggesting that open ads may be processed a little deeper then closed ads.