The Impact of Banner Ad Styles on Interaction and Click-through Rates
نویسندگان
چکیده
Since the introduction of the first graphical web browser on the onslaught of web advertisement, academic and corporate researchers have been interested in studying factors that impact the effectiveness of advertising methods and banner ads in particular. The click-through rate of an ad has been the standard measuring stick for assessing the effectiveness of the ad. This study examines the effect of banner style, including size and orientation, on interaction and click-through rates. Three different styles were presented on two different web sites with over ten million total impressions. For the sites and styles that we used, results seem to contradict some of the established thinking in terms of commonly accepted standards for selecting size and orientation of banner ads.
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