| In an age in which our screens are ceaselessly bombarded by advertisements,there's one type of advertising getting all the attention “In-feed Ads.” The attention garnered by these ads is rapidly increasing as a result of the nature of In-feed Ads—they conceal themselves within a platform by matching the platform's format to an impressive extent,appearing to be another piece in a platform's environment.In-feed Ads are a type of Native Advertising that is the most extensively used online advertising format,with its implementation seeing increasing growth across the web.This is,in large part,a byproduct of the mobile communications market's expansion,as well as the quickly growing number of consumers using SNS platforms.It is for the aforementioned reasons,as well as the magnitude of Wechat's use of In-feed ads,that I elected to investigate this topic.The experimental advertisement we produced is based on the format of Wechat's Moments.Based on emotional and rational appeal,as well as the level of product involvement,we produced four types of experimental advertisements in the style of content on Wechat's Moments,and conducted a questionnaire-based survey.In total,of 715 completed questionnaires were received.The research shows that the subjects were far more likely to click ads that had emotional appeal,than ads with a rational appeal.This proves that in Wechat's advertising market,a majority of users are more receptive to fulfilling,emotionally-appealing ads.Following the results of our experiments,we were able to determine what makes an infeed advertisement more effective,both in terms of its ability to garner attention and in terms of what leads to an individual to click on a given advertisement.If the content of the advertisement is purely informational,then there is a greater need to have a strategy to stimulate the consumer.In conclusion,I believe this research will aid in pushing the development of infeed advertisements in a positive direction. |
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