How banner ads can be effective: investigating the influences of exposure duration and banner ad complexity
Kai-Yu Wang
Brock University
Eric Shih
Sungkyunkwan University
Laura A. Peracchio
University of Wisconsin-Milwaukee
Introduction
According to the Internet Advertising Bureau, online advertising revenue reached nearly $11 billion in the first half of 2009 (IAB 2009a). Despite the popularity of other forms of internet communication (Cheng et al. 2009; Lee & Youn 2009), internet banner ads – display advertisements that are usually hyperlinked to the websites of advertised products – continue to be one of the leading advertising formats on the web, accounting...