Assessing banner ads effectiveness based on the type of the creative content

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00005133" target="_blank" >RIV/46747885:24310/17:00005133 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Assessing banner ads effectiveness based on the type of the creative content

Original language description

Banner ads, thanks to their direct link to the promoter`s website, belong among the most popular and most commonly used types of internet ads. In the Internet environment, we may come across many variations concerning size, position or type of creative content (static, animated). However, due to the increased number of advertisers and advertisements their effectiveness decreases. Assessing banner effectiveness requires the evaluation of the communication effect (user attitudes toward the advertisement) and user behavior (click-through rate, number of conversions). In the context of advertising effectiveness, the moderating effect of banner properties represents a key issue especially when it comes to the attraction of user`s attention. Compared to static banners, animated and video banner are expected to have better results in terms of the click-through rates. Nevertheless, previous studies in this area brought mixed results indicating both positive and negative effects. In addition, consumers are exposed to banner ads in the context of web pages rather than as stand-alone banners. Therefore, the effectiveness of the banner ads may be influenced by the banner location on the webpage. The present paper thus focuses on the analysis of both parameters: format and placement. We use the findings from the previous studies as guidelines to set up an optimal testing environment in order to ensure continuity between individual test sessions and provide the testers with naturally felling browsing space.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

31st IBIMA Conference

ISBN

978-0-9998551-0-2

ISSN

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e-ISSN

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Number of pages

8

Pages from-to

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Publisher name

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Place of publication

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Event location

Milan, Italy

Event date

Jan 1, 2018

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000444067200141