In order to answer questions concerning factors affecting click-through rate and to compare them to factors affecting intention to click and attitude toward the ad, the authors of this paper summarize two separate studies that they have performed. The main difference found concerned the use of gimmicks, which acted favourably on the click-through rate but had no effect (it even tended to be negative) on intention to click. Moreover it created irritation since it had a negative effect on the liking score of the banner. On the other hand it is interesting to note that all being equal (interest, liking), gimmicks seem to enhance the intention to click. Further research is needed to validate the suggestion that this is due to the simulation of interactivity. Images were more deceptive concerning the effect of animation: a significant effect on the click-through rate was not found. Contrarily animation seems to stimulate intention to click. Not mentioning the brand name seems to have a negative effect on intention to click (but no effect on the click-through rate).
Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the measurement of brand effects in general and presents an approach to measuring the brand effects of Internet advertising. Results from 13 campaigns show that brand effects are possible, but, like advertising in other media, they cannot be taken for granted. The paper also shows how the effects of Internet advertising (to some extent) can be isolated from the effects of other advertising.
This paper studies the role of online advertisingâs most popular tool â the banner advertisement â in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners can be seen as aiding the brand building process. Similarly the paper examines whether banners positively impact the two components of brand relationships viz. brand relevance and differentiation; banners then can be seen as aiding in strengthening brand relationships. Finally, the paper looks at whether the virtue of âinteractivityâ helps in communicating brand values and strengthening brand relationships so as to aid in brand building.
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.