Are contextual advertisements effective? The moderating role of complexity in banner advertising
Kwang Yeun Chun and Ji Hee Song
University of Seoul
Candice R. Hollenbeck
University of Georgia
Jong-Ho Lee
Korea University Business School
Introduction
The advent of the internet and new technology has sparked multiple ways to promote products or services online (e.g. in-banner advertisements, in-stream advertisements, in-video advertisements, contextual advertisements) (Interactive Advertising Bureau 2006). One such emerging online advertising format is contextual advertising. For example, suppose that a consumer is reading a news article on a web page about mobile phones and two banner advertisements appear...