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


Since the first banner ads appeared in 1994, the internet advertising industry has experienced exceptional growth. The Interactive Advertising Bureau (IAB) heralded 2003 as 'the most successful year in association history', recording full-year revenue as almost US$7.3 billion (IAB 2003). Existing academic research encompasses a broad spectrum of studies on internet advertising effectiveness measured by direct response and branding metrics. The few studies that have included click-through rate (CTR) as a measure...

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