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

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

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

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

31st IBIMA Conference

ISBN

978-0-9998551-0-2

ISSN

—

e-ISSN

—

Počet stran výsledku

8

Strana od-do

—

Název nakladatele

—

Místo vydání

—

Místo konání akce

Milan, Italy

Datum konání akce

1. 1. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000444067200141