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| Author: | Robinson, H. Wysocka, A. Hand, C. |
| Title: | Internet advertising effectiveness The effect of design on click-through rates for banner ads |
| Journal: | International Journal of Advertising
2007 : VOL. 26:4, p.527-541 |
| Index terms: | advertising internet |
| Freeterms: | banner ads click-through rates |
| Language: | eng |
| Abstract: | This empirical study investigates the effect of seven creative characteristics of banner ads on the effectiveness of internet advertising using a multiple regression model. A random sample of 209 banner ads was drawn from a sampling frame of advertisers, related to the gaming industry. The findings of this study are mostly consistent with past research into online advertising efficiency, showing 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 firm brand or logo were not valuable in generating click-throughs. |
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