Web Advertising


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Web Advertising
Why Internet?
How to Classify

While the Web is considered a very significant advertising vehicle for the aforementioned advantages, there is still a little confusion about how the effectiveness of Web advertising can be measured. The major subject in this discussion seems to be related with banner advertising. According to Schumann and Thorson (1999), Web advertising does work only when audiences actually click on banner ads for transport to the advertisers' own Web site. This may take considerable efforts of audiences, and it is natural that only a fraction of all audiences clicks on the banners they see (Briggs and Hollis, 1997).

For this reason, a debate is rising over whether or not click-through tells advertisers anything worth knowing and whether it should be a factor in pricing Web advertising campaigns (Leckenby and Hong, 1999). However, according to the IAB online advertising effectiveness study (1997), brand enhancement can happen as a result of exposure to a banner ad alone. That means awareness and attitude toward a brand can be built by just viewing a banner ad without clicking the ad to open to see the linked Web sites, in which additional advertising messages may await the audience.

In addition, Briggs and Hollis (1997) measured the communication value of banner ads in terms of consumer loyalty, name recognition, and brand attitudes. As a result, they also suggested that the message can be communicated without the added benefit of click-through because one single banner exposure could generate increase in consumer loyalty and brand awareness, cause audiences to change their attitudes toward the brand, and increase their likelihood to purchase. In conclusion, the advertising effectiveness on the Web can be measured by the matter of viewing banner ads themselves instead of the use of click-through rates.

more details, "Page Views vs. Click Through"



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Last updated: November 29, 2000 | WebMaster and Author: Wonpyo Kang
; copyright 2000 Wonpyo Kang | wpkang@ufl.edu