Abstract:

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains. The purpose of the analysis was to determine how excessive frequency of exposure to banner ads impacts click-through response among popular, consumer targeted websites. This paper briefly outlines the impact that TV advertising and promotional clutter is having on the American television marketplace as a prelude to what might happen in the Internet arena. It then highlights banner wearout findings and provides strategic recommendations to help marketers improve both banner click-rates and the potential effectiveness of their online advertising campaigns.