Love at first site? A study of website advertising effectiveness

The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers.

Love At First Site?

A study of website advertising effectiveness

Micael DahlénAlexandra Rasch andSara Rosengren Stockholm School of Economics

Banner advertising research has taught us that banner advertisements should have different goals and be designed differently...