 |
 |
 |
|
Saturday, December 18, 1999
Compounding the obvious: "Internet Advertising: Is Anybody Watching?" is an interesting study on banner advertising and click-throughs, by Xavier Drèze and Francois-Xavier Hussherr for The Journal of Marketing Research A sample: Our research suggests that the reason why click-through rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer's processing of banners will be done at the pre-attentive level. If such is the case, click-through rate is an ineffective measure of banner ad performance. Our research also shows that banner ads do have an impact on traditional memory-based measure of effectiveness. Thus, we claim that advertisers should rely more on traditional brand equity measures such as brand awareness and advertising recall. We might then ask, Why do anything surfers would rather avoid? Our only answer is: for fun.
Thanks for that one goes again (Doc loves running this stupid banner) to the Bannertown archives at Chickenhead.com.
|
