Are contextual advertisements effective? The moderating role of complexity in banner advertising

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.

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...

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