Banner Ads Through a New Lens

This article examines the impact of brand familiarity and internet user experience on banner-ad effectiveness.

Banner Advertisements through a New Lens

Micael Dahlén Center for Consumer Marketing, Stockholm School of Economics

The internet is the fastest-growing medium of all time, and electronic marketing posits the biggest threat and opportunity to almost every industry in the 21st century (Eighmey and McCord, 1998; Achrol and Kotler, 1999). As consumers move online, so do advertisers. Advertising expenditures on the net increased by 121 percent to a total of 4 billion dollars in 1999 and are on a pace to increase more than twenty-fold over the next few years (IAB, 1999a; 1999b). As the internet continues to take...

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