Internet advertising effectiveness

Helen R. Robinson · Chris Hand

197 citations0/0 files storedInternational Journal of Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of online advertising using a multiple regression model. A random sample of 209 banner ads was drawn from a sampling frame of advertisers, provided by an advertising agency specialising in internet advertising for the gaming industry. The findings of this study are broadly consistent with past research into online advertising efficiency, indicating that the creative characteristics of effective banner ads in the online gaming arena include: a larger size, absence of promotional incentives and the presence of information about casino games. In contrast, banner features such as animation, action phrase and presence of company brand or logo were ineffective in generating clickthroughs. Contrary to expectations, long messages on banners were associated with higher click-through rates.

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References

2003Internet advertising: Is anybody watching?1998The Influence of Display Characteristics on Visual Exploratory Search Behavior 2003Modeling the Clickstream: Implications for Web-Based Advertising Efforts 2000The Interactive Advertising Model 2005BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES 2003Factors Affecting Online Advertising Recall: A Study of Students 2003The Impact of Content and Design Elements on Banner Advertising Click-through Rates

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