Internet Advertising: Is Anybody Watching? Export

@mastersthesis{citeulike:402406, abstract = {Click-through rates have emerged as the de facto measure of Internet advertising effectiveness. Unfortunately, click-through rates are plummeting. This decline prompts four critical questions: (1) why do banner ads seem to be ineffective; (2) what can advertisers do to improve their effectiveness; (3) does an immediate measure such as click-through rate undervalue online advertising; and, (4) are memory-based measures such as recall or awareness more appropriate? To address these questions, we utilized an eye-tracking device to investigate online surfers' attention to online advertising. Then we conducted a large-scale survey of Internet users' recall, recognition, and awareness of banner advertising. Our research suggests that the reason why click-through rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer's processing of banners will be done at the pre-attentive level. If such is the case, click-through rate is an ineffective measure of banner ad performance. Our research also shows that banner ads do have an impact on traditional memory-based measure of effectiveness. Thus, we claim that advertisers should rely more on traditional brand equity measures such as brand awareness and advertising recall. Finally, our study shows that although repetition leads to lower click-through rates, it has a beneficial impact on brand awareness and advertising recall.}, author = {Dr\`{e}ze, Xavier and Hussherr, Fran\c{c}ois-Xavier}, citeulike-article-id = {402406}, comment = {This is a Draft, do not circulate or quote without prior consent from authors. This paper might not be published. Link to this paper found from Google Scholar: http://www.weima.org/download/internet\%20advertising\_is\%20anybody\%20watching.pdf ---=note-separator=--- This article was also found at: http://www3.interscience.wiley.com/cgi-bin/abstract/106562104/ABSTRACT The website says article is in the Journal of Interactive Marketing Volume 17 Issue 4 Pages 8-23 Published Online October 31 2003}, keywords = {advertising, awareness, brand, click-through, equity, eye-tracking, internet}, month = {August}, posted-at = {2005-11-21 07:19:25}, priority = {2}, school = {University of Southern California}, title = {Internet Advertising: Is Anybody Watching?}, year = {1999} }

TY - THES ID - citeulike:402406 L3 - citeulike-article-id:402406 N2 - Click-through rates have emerged as the de facto measure of Internet advertising effectiveness. Unfortunately, click-through rates are plummeting. This decline prompts four critical questions: (1) why do banner ads seem to be ineffective; (2) what can advertisers do to improve their effectiveness; (3) does an immediate measure such as click-through rate undervalue online advertising; and, (4) are memory-based measures such as recall or awareness more appropriate? To address these questions, we utilized an eye-tracking device to investigate online surfers’ attention to online advertising. Then we conducted a large-scale survey of Internet users’ recall, recognition, and awareness of banner advertising. Our research suggests that the reason why click-through rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer’s processing of banners will be done at the pre-attentive level. If such is the case, click-through rate is an ineffective measure of banner ad performance. Our research also shows that banner ads do have an impact on traditional memory-based measure of effectiveness. Thus, we claim that advertisers should rely more on traditional brand equity measures such as brand awareness and advertising recall. Finally, our study shows that although repetition leads to lower click-through rates, it has a beneficial impact on brand awareness and advertising recall. TI - Internet Advertising: Is Anybody Watching? PB - University of Southern California KW - advertising KW - awareness KW - brand KW - click-through KW - equity KW - eye-tracking KW - internet N1 - This is a Draft, do not circulate or quote without prior consent from authors. This paper might not be published. Link to this paper found from Google Scholar: http://www.weima.org/download/internet%20advertising_is%20anybody%20watching.pdf N1 - This article was also found at: http://www3.interscience.wiley.com/cgi-bin/abstract/106562104/ABSTRACT The website says article is in the Journal of Interactive Marketing Volume 17 Issue 4 Pages 8-23 Published Online October 31 2003 AU - Drèze, Xavier AU - Hussherr, François-Xavier PY - 1999/08// ER -