Location, Location, Location: Insights for Advertising Placements on the Web

Juliana Tan, Andrea J. S. Stanaland and Prem N. Shandasani

This research addresses web advertising placement issues by examining two main variables: website reputation and the relevance between website content and banner ad product category.

Location, Location, Location: Insights for Advertising Placement on the Web

Prem N. ShamdasaniNational University of SingaporeAndrea J. S. StanalandNational University of Singapore AndJuliana TanNational University of Singapore

The World Wide Web is poised to become a standard medium for advertisers around the world. Web advertising revenues currently remain small relative to traditional media, but with astronomical annual growth rates reported, they are projected to reach $33 billion by 2004, overtaking magazine, cable, yellow pages, and radio advertising spending (Forrester Research, 1999; IAB, 2000). It is not yet clear, however, whether conventional advertising approaches, including...

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