Study On The Effect Of Mobile Terminal News Feed Advertising And Its Influencing Factors

News feed advertising is an advertisement that is located within the main content of the page.It is an emerging advertising form in recent years.It has been widely used on mobile phones and is in a rapid development stage..However,there is a lack of ergonomic research on mobile news feed advertising at present.In order to understand the effect and nature of news feed advertising,this study established a set of research methods suitable for mobile advertising by combing and summarizing the relevant research on PC advertising.In this study,eye movement indicators and behavioral indicators were used to comprehensively judge the effect of mobile advertising.The specific experimental method of this study is to let the subjects freely browse the pages of the simulated mobile phone news APP,and record the eye movement behavior of the subjects through the eye tracker during the browsing process.After browsing,the memory effect of the subjects and their subjective evaluation of advertisements are tested through questionnaires.This study consists of three experiments,Experiment 1 is to explore the effect difference between mobile banner ads and news feed ads,and explore the factors that lead to the difference between the two kinds of ads.Experiment 2 and 3 are to explore the influence of different factors on news feed advertising,among them,experiment 2 explores the influence of page environment on the advertising effect of two kinds of news feed,experiment 3 explores the influence of semantic consistency between news feed advertisement and page content on the effect of news feed advertising.Experimental results of this study:(1)Experiment 1 found that there was a significant difference between the effect of news feed ads and banner ads,the subjects fixation time,number of fixation points and proportion of fixation time to the news feed advertisement were significantly higher than that of the banner advertisement,and their memory performance was also significantly better than that of the banner advertisement,indicating that the effect of the news feed advertising was better,but there was no significant difference in attractiveness to the subjects.(2)Experiment 2 found that in different page environments,different types of news feed advertising performance is different.In the picture-text mixed environment environment,there is no significant difference between the two kinds of news feed advertising effect,only the big picture news feed advertising recall performance is better than the small picture news feed;In the multi graphic environment,the fixation time,proportion of fixation time and recall performance of big picture news feed ads were significantly higher than the small picture news feed ads,and the subjects preferred large picture ads.(3)Experiment 3 found that when the semantics of advertising and news content were consistent,the subjects’ recognition performance of advertisements was significantly better than that of the semantic inconsistency group.The experimental results showed that semantic consistency helped improve the subjects’ memory of advertisements,but it had no significant effect on eye movement indicators.