Creative Factors in Interactive Advertising

Topics:
Internet Advertising
Tags:
Advertisement,
Factor
Source:
University of Texas at Austin

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Overview: This study examines the relationship of creative factors to interactive advertising by studying their connection to banner ad clicking. Creative factors are considered in two parts: executional factors and message factors. A total of n=243 banner ads from the first week in July 2001 were examined. Click-through rate data and creative execution data were provided to the authors by Nielsen Net Ratings specifically for this study. Findings show that message factors are more highly related to click-through rates than are executional factors although both show some relationship to click-through rates.

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Format: PDF | Size: 491KB | Date: Oct 2001 | Pages: 21

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