Determinants of Internet Advertising Effectiveness: An Empirical Study
Abstract
This paper considers the structure of advertising effectiveness on the internet. It investigates empirically the importance of creative and media factors for banner effectiveness. Econometric modelling of actual data on banner ads demonstrates that creative factors such as banner size, animation, message length and logos, as well as media factors such as campaign length, number of host web sites, use of off-line media, and campaign cost, may influence the direct response of the target audience as measured by click-through rates. The results lead to important practical implications for internet advertising.
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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 Baltas 2003
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Factors influencing popularity of branded content in Facebook fan pages
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014) · European Management Journal · doi:10.1016/j.emj.2014.05.001 · Cited by 557 · 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
- Baltas, G.
- Affiliations
- National and Kapodistrian University of Athens (GR)
- Corresponding author
- Baltas, George
- ORCID
- Baltas, George
- Venue
- International Journal of Market Research
- Publisher
- SAGE Publications
- Published
- 2003-07
- Volume
- 45
- Issue
- 4
- Pages
- 1-9
- ISSN
- 1470-7853 (ISSN-L)
- 2515-2173
- OpenAlex
- W1543809648
- Cited by
- 167
- References
- 0
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 5 · 2023: 11 · 2022: 13 · 2021: 10 · 2020: 16 · 2019: 10 · 2018: 6 · 2017: 9 · 2016: 7 · 2015: 7 · 2014: 7 · 2013: 11 · 2012: 10
- FWCI
- 9.11
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Market Research (publishedVersion)
- 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, advertising effectiveness, banner advertising, click-through rate, advertising creativity, campaign spending, message length, animation, logos
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