Informing and Transforming on the Web: An Empirical Study of Response to Banner Ads for Functional and Expressive Products

This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types.

Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products

Micael DahlnStockholm School of Economics andJonas BergendahlDigiscope

Introduction

The internet is a medium of unprecedented growth, and web marketing poses the biggest threat and opportunity to almost every industry in the twenty-first century (Eighmey and McCord, 1998; Achrol and Kotler, 1999). As consumers move online, so do advertisers. Advertising expenditures on the net increased by 121% to a total of US$4 billion in 1999 and are set to increase more than twentyfold in the next few years,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands