Objective

Aiming to reduce distributed denial-of-service (DDoS) attacks by alerting the consciences of Internet users, this paper evaluates the effectiveness of four warning banners displayed as online ads (deterrent—control, social, informative, and reorienting) and the contents of their two linked landing pages.

Methods

We implement a 4 × 2 quasi-experimental design on a self-selected sample of Internet users to measure the engagement generated by the ads and the pages. Engagement is measured on the ads as the ratio of clicks to impressions and on the pages as percentage of page scrolled, average session duration, video interaction rate, and URLs click rate.

Results

Social ads generate significantly more engagement than the rest with low to medium effect sizes. Data reveal no differences in engagement between both landing page designs.

Conclusions

Social messages may be a better alternative for engaging with potential cyber offenders than the traditional deterrent messages.

中文翻译：

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提醒良心以减少网络犯罪：使用警告横幅的准实验设计

 客观的

为了通过警示互联网用户的良知来减少分布式拒绝服务 (DDoS) 攻击，本文评估了四种以在线广告形式显示的警告横幅（威慑——控制、社交、信息和重定向）的有效性以及广告内容。他们的两个链接的登陆页面。

 方法

我们对自选的互联网用户样本实施了 4 × 2 准实验设计，以衡量广告和页面产生的参与度。广告的参与度以点击次数与展示次数的比率来衡量，页面的参与度以页面滚动的百分比、平均会话持续时间、视频交互率和 URL 点击率来衡量。

 结果

社交广告比其他低到中等效果的广告产生的参与度明显更高。数据显示两种着陆页设计之间的参与度没有差异。

 结论

与传统的威慑消息相比，社交消息可能是与潜在网络犯罪者接触的更好选择。