In addition, the role of a number of persuasion potential features comparable to understanding of persuasive intent and ad skepticism in processing online advertising codecs is investigated. Results show that members find the sponsored content material more informative, more a laugh, and less irritating than the banner ad. With respect to persuasion potential, awareness of the commercials format, knowing of persuasive intent, and ad skepticism are higher for banner ads than for subsidized content material. Furthermore, ad skepticism appears strongly related to perceived commercials value.
These new findings show that persuasion capabilities plays a role in the appreciation of subtle and trendy online advertisements formats.