Love at first site? A study of website advertising effectiveness

Sara Rosengren, Alexandra Rasch and Micael Dahlen

The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers.

Love At First Site?

A study of website advertising effectiveness

Micael DahlénAlexandra Rasch andSara Rosengren Stockholm School of Economics

Banner advertising research has taught us that banner advertisements should have different goals and be designed differently depending on the product and the targeted web user. Clickthrough rates have decreased over the years, thus spawning research on the impact of banner advertising impressions. Banner advertisements may be effective as advertisements in their own right, increasing brand attitude without clickthrough (Briggs and Hollis, 1997). More specifically, banner advertisements for high-involvement products work best through clickthrough whereas those...

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