This view, however, is not supported by Burke et al. Researchers who follow this approach argue that banner ads must be designed with bright colors, they should be animated and should have an impressive size. In this vein, if assuming that the CTR is an appropriate measure to capture the effectiveness of banners, everything has to be done to ensure that the visitor’s attention is directed towards the banner. In this context, subjects had obviously learned to ignore banner ads while searching for information. Even ads which were partly animated were largely ignored by participants. that participants in a usability test largely overlooked banners. This tenet is backed inter alia by the observation of Spool et al. Some of these are exemplified in the following section.īased on the observation that people searching for specific information on the web tend to ignore even large, colorful banners that are clearly distinguished from other items on a website, a banner blindness view was identified. At the same time, a number of studies came to controversial empirical results. However, research on how banners influence the effectiveness is still in its early stage. In addition, they may capture constructs like attention, recall, recognition, etc., or/and they measure some long-term communication effects, such as attitude changes. In order to evaluate the effectiveness of banner ads, companies usually fall back on click-through rates (CTR). For example, a recent article focusing on practitioners shows that the recommendations of business consultants are misleading given that they do not adequately capture the effect of banners. So, given that banner ad investment will increase, the effectiveness of banner advertising is extremely important for both advertising practitioners and for academics. Particularly boosted by the considerable rise of cost efficiency-driven strategies, banner ad expenditures are forecasted to increase by +12.4% in 2016 and +9.6% in 2017. A current study suggests that digital ads have high growth rates if compared with all advertising channels throughout the world. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. Banner advertisements, namely the advertising on websites, are indisputably important and often part of a company’s communication mix.
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