Internet advertising effectiveness - The effect of design on click-through rates for banner ads

被引：116

作者：

Robinson, Helen ^{[1
]}

Wysocka, Anna ^{[1
]}

Hand, Chris ^{[1
]}

机构：

[1] Kingston Univ, Sch Mkt, Kingston Business Sch, Kingston upon Thames KT2 7LB, Surrey, England

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2007年 / 26卷 / 04期

关键词：

WEB; ADVERTISEMENTS;

D O I：

10.1080/02650487.2007.11073031

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online advertising has experienced phenomenal growth since its inception in 1994. This 1 of banner ads on empirical study investigates the impact of seven creative characteristics 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 click-throughs. Contrary to expectations, long messages on banners were associated with higher click-through rates.

引用

页码：527 / 541

页数：15

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