What makes people like, and click on, an internet banner

Francois Guerin and Mohamed Saber Chtourou

In order to answer questions concerning factors affecting click-through rate and to compare them to factors affecting intention to click and attitude toward the ad, the authors of this paper summarize two separate studies that they have performed.

What Makes People Like, And Click On, An Internet Banner

Mohamed Saber Chtourou Research Manager, Wanadoo Régie; and PhD Student, University of Aix Marseille III, France. andFrançois Guérin Research Director, IPSOS-ASI, France.

INTRODUCTION

Advertising is actually one of the rare revenue sources for companies working on the net, other sources being marginal (for example, eCommerce, pay per click). Internet advertising is growing rapidly: third quarter 2000 revenues in the United States grew to $1,986 million (63.2% over the same period in 1999: Internet Ad Revenue Report 2000). One-third of American households have already bought items via...

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