Advertising Standards and Online Advertising
نویسندگان
چکیده
The technological transformation and automation of digital content delivery has revolutionized the advertising industry. Increased reliance on automation has also led to requirements for standardization of advertising formats. This paper examines how the memorability of banner advertising changed with the introduction of new standards regularizing the size of display advertising. Using data from randomized field tests, we find evidence that for most ads, ad effectiveness falls as a result of standardization. The decline is also weaker when a standardized ad is the only ad on the page, and when the ads appear to be more original (such as ads created by an ad agency), so a likely explanation is that standardization makes it harder for basic ads to distinguish themselves from their competition.
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