The impact of content and design elements on banner advertising click-through rates

This study investigates the impact of content and design elements on the click-through rates of banner advertisements using data from 8,725 real banner advertisements.

The Impact Of Content And Design Elements On Banner Advertising Click-Through Rates

Ritu Lothia and Naveen Donthu Georgia State UniversityEdmund K. Hershberger University at Edwardsville

In 1994, the now ubiquitous banner advertise­ment was first introduced....