Internet advertising effectiveness - the effect of design on click-through rates for banner ads

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of online advertising using a multiple regression model.

Internet advertising effectiveness – the effect of design on click-through rates for banner ads

Helen Robinson, Anna Wysocka and Chris HandKingston University

INTRODUCTION

Since the first banner ads appeared in 1994, the internet advertising industry...

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