Internet advertising effectiveness: The effect of design on click-through rates for banner ads
Abstract
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. A random sample of 209 banner ads was drawn from a sampling frame of advertisers, provided by an advertising agency specialising in internet advertising for the gaming industry. The findings of this study are broadly consistent with past research into online advertising efficiency, indicating that the creative characteristics of effective banner ads in the online gaming arena include: a larger size, absence of promotional incentives and the presence of information about casino games. In contrast, banner features such as animation, action phrase and presence of company brand or logo were ineffective in generating clickthroughs. Contrary to expectations, long messages on banners were associated with higher click-through rates.
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Message length may either positively or negatively affect outcome measures such as click-through rates or engagement.
“Moreover, previous research found that message length may either positively or negatively affect outcome measures such as click-through rates or engagement (Baltas 2003;Robinson et al. 2007).”
From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Robinson et al. 2007
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Sorted by citations
Advertising in social media: a review of empirical evidence
Knoll, J. (2016) · International Journal of Advertising · doi:10.1080/02650487.2015.1021898 · Cited by 362 · see citing works
Yu, C., Zhang, Z., Lin, C., & Wu, Y. J. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.05.001 · Cited by 124 · see citing works
Gross, J., & von Wangenheim, F. (2022) · Journal of Interactive Advertising · doi:10.1080/15252019.2022.2123724 · Cited by 88 · see citing works
“Moreover, previous research found that message length may either positively or negatively affect outcome measures such as click-through rates or engagement (Baltas 2003; Robinson et al. 2007).”
Background
- Authors
- Robinson, H., Wysocka, A., & Hand, C.
- Affiliations
- Kingston University London (GB)
- Corresponding author
- Robinson, Helen
- ORCID
- Hand, Chris
- Venue
- International Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2007-01
- Volume
- 26
- Issue
- 4
- Pages
- 527-541
- ISSN
- 0265-0487 (ISSN-L)
- 1759-3948
- OpenAlex
- W2073048722
- Cited by
- 197
- References
- 0
- Citations by year
- 2025: 6 · 2024: 8 · 2023: 16 · 2022: 10 · 2021: 16 · 2020: 16 · 2019: 10 · 2018: 11 · 2017: 9 · 2016: 14 · 2015: 14 · 2014: 10 · 2013: 9 · 2012: 12
- FWCI
- 29.18
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Advertising (publishedVersion)
- Funders
- Academy of Marketing
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- online advertising, banner advertising, advertising effectiveness, click-through rate, creative characteristics, promotional incentives, animation, brand presence, message length
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