Changing Banner Ad Executions on the Web: Impact on Clickthroughs and Communication Outcomes

ABSTRACT - Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of banner ad repetition level, same and varying banner ad executions and consumer navigation orientation on behavioral response (clickrate) and memory-based outcomes (unaided recall, aided recall and recognition). We found that number of clickthroughs, aided recall and recognition scores were higher when subjects were experientially oriented. There is no significant effect of banner ad executions or repetition level on clickthroughs and unaided recall. Recognition is higher under high repetition and same ads in goal-directed condition and varying executions in experiential orientation.

Citation:

Patrali Chatterjee (2005) ,"Changing Banner Ad Executions on the Web: Impact on Clickthroughs and Communication Outcomes", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 51-57.