How users respond to internet advertising

Mike Teasdale

Mike Teasdale, planning director at Harvest Digital, reveals that only one in four of those following up a banner ad on a web-site will click on it.

How users respond to internet advertising

Mike Teasdale

Here is a simple question. If you are interested in an online advertisement like a banner, what would you do next?

For most of us, the quick off-the-cuff answer would be that we would click on the banner.

Of course, there are other ways to respond. You could navigate directly to the advertiser's website, either by guessing at the URL or using a URL quoted on a banner.

Or you could go straight to Google (or your search engine of choice), and search either on the brand or the product being advertised....

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