Banner Advertisements through a New Lens

Dahlén, Micael

doi:10.2501/jar-41-4-23-30

Cited by 122 publications

(83 citation statements)

References 17 publications

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“…First, it contributes to recent research in online advertising in economics and marketing by providing the first known empirical analysis of sponsored search keyword advertising. Much of the existing academic (e.g., [7], [8], and [13]) on advertising in online world has focused on measuring changes in brand awareness, brand attitudes, and purchase intentions as a function of exposure. This is usually done via field surveys or laboratory experiments using individual (or cookie) level data.…”

Section: Related Workmentioning

confidence: 99%

An empirical analysis of sponsored search performance in search engine advertising

Ghose

Yang

2008

Proceedings of the International Conference on Web Search and Web Data Mining - WSDM '08

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The phenomenon of sponsored search advertising -where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results -is gaining ground as the largest source of revenues for search engines. Despite the growth of search advertising, we have little understanding of how consumers respond to contextual and sponsored search advertising on the Internet. Using a unique panel dataset of several hundred keywords collected from a large nationwide retailer that advertises on Google, we empirically model the relationship between different metrics such as clickthrough rates, conversion rates, bid prices and keyword ranks. Our paper proposes a novel framework and data to better understand what drives these differences. We use a Hierarchical Bayesian modeling framework and estimate the model using Markov Chain Monte Carlo (MCMC) methods. We empirically estimate the impact of keyword attributes on consumer search and purchase behavior as well as on firms' decision-making behavior on bid prices and ranks. We find that the presence of retailerspecific information in the keyword increases click-through rates, and the presence of brand-specific information in the keyword increases conversion rates. We also demonstrate that as suggested by anecdotal evidence, search engines like Google factor in both the auction bid price as well as prior click-through rates before allotting a final rank to an advertisement. To the best of our knowledge, this is the first study that uses real world data from an advertiser and jointly estimates the effect of sponsored search advertising at a keyword level on consumer search, click and purchase behavior in electronic markets.

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Section: Related Workmentioning

confidence: 99%

An empirical analysis of sponsored search performance in search engine advertising

Ghose

Yang

2008

Proceedings of the International Conference on Web Search and Web Data Mining - WSDM '08

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“…Interactive response to iTV ads shows rapidly diminishing returns after the fi rst exposure, just like phone call direct response to TV ads 21 and clicking on web banner ads. 34 Almost all of the total responses were made in response to the fi rst exposure ( M = 95 per cent); only 2 per cent of total responses were made after the second exposure. However, these results contrast with those of a recent lab study that found that repetition did have build-up effects on intention to click on online banners.…”

Section: Discussionmentioning

confidence: 99%

“…20 In a fi eld study, Dahlen found that web banner ads for unfamiliar brands required fi ve exposures to generate peak click-through (ie to wear in), whereas ads for familiar brands required only two. 34 However, Campbell and Keller warn that repetition has to be managed carefully for unfamiliar brands, because unfamiliar brands are more likely to be processed centrally, whereas familiar brands are more likely to be processed peripherally. 33 This means that repetition can have negative (wear-out) effects for unfamiliar brands, but potentially only positive effects for familiar brands (ie ads for familiar brands may not wear out).…”

Section: Familiar Versus Unfamiliar Brandsmentioning

confidence: 99%

Minimum effective frequency for interactive television ads

Bellman

Schweda²,

Varan³

2010

J Direct Data Digit Mark Pract

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A key task for advertising media planners is setting a frequency goal for a campaign. This study used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response by phone call. Participants ( N = 273) were exposed to ads one, three or fi ve times. A control cell saw normal TV ads, while an interactive TV (iTV) cell saw the same ads with interactive response banners superimposed. We found the usual ' build-up ' effects for repeated exposure on ad memory in the control cell, but there was little added value in repeat exposure for generating interactive response (ie MEF = 1). Interaction rates were higher for familiar brands, but brand familiarity did not alter the effect of repetition. These results suggest that iTV ads should be placed with a reach strategy, rather than a frequency strategy.

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“…Se ha comprobado que los usuarios que tienen menos experiencia en Internet son más propensos a hacer clic en los banners que los usuarios que tienen más experiencia (Dahlen, 2001). A diferencia de este estudio citado, Thorbjørnsen, Supphellen, Nysveen, and Egil (2002) comprobaron que el usuario novel será menos propenso a interactuar con la publicidad, ya que le presta una mayor atención a elementos complementarios al anuncio como es el entorno web.…”

Section: Experienciaunclassified

Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking

Méndez

Muñoz‐Leiva²,

Liébana‐Cabanillas

et al. 2016

TMS

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ResumenLa finalidad del presente estudio es analizar el tipo de navegación que se realiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y en comunidad virtual de viajeros) así como la eficacia publicitaria de un banner ubicado en ellas. Para la consecución de estos objetivos se creó un diseño experimental con diferentes métricas oculares y un cuestionario autoadministrado que cada sujeto debía cumplimentar al término de cada prueba. Los resultados del estudio revelan lo siguiente: i) el patrón de visualización de los usuarios depende de la herramienta Travel 2.0 utilizada, ii) la no existencia de ceguera al banner comprobándose además que la edad y la experiencia afectan a la atención visual, y se demostró una mayor eficacia en el caso de Facebook y, por último, ii) las medidas de atención mediante eye-tracking y de recuerdo auto-informado difieren ligeramente entre sí.Palabras clave: Banner, eye-tracking, ceguera al banner, recuerdo, Travel 2.0 tools. AbstractThe goal of this study is to analyze the type of navigation used with Travel 2.0 tools (travel blogs, profiles on social networks and online travel communities), as well as the advertising efficacy of a banner on said sites. In order to achieve these objectives, an experimental design with different eye metrics and a self-administered questionnaire that each subject must complete at the end of each test. The results of this study reveal the following: i) the users' viewing patterns depend on the Travel 2.0 tool used, ii) the not existence of banner blindness in each Travel 2.0 tool, the age and experience affect to the visual attention and greater advertising efficacy was demonstrated in the case of Facebook and, finally, iii) the eye-tracking based attention measures differ slightly from measures of self-reported memory.Keywords: Banner, eye-tracking, banner blindness, memory, Travel 2.0 tools. IntroducciónEn los últimos años los medios de comunicación han cambiado considerablemente y como consecuencia ha aparecido un nuevo mundo online de colaboración y comunicación: la Web 2.0 (Cheung, Chiu, & Lee, 2011). El consumidor de hoy en día está más conectado que nunca, con más accesos y con una participación más activa y profunda en el contenido . Este desarrollo de la Web ha afectado por un lado, a los distintos sectores de actividad, entre los que se encuentra el sector turístico, dando lugar a las denominadas herramientas Travel 2.0 (Mendes-Filho & Tan, 2008;Muñoz-Leiva, Hernández-Méndez, & Sánchez-Fernández, 2012;Hernández-Méndez, Muñoz-Leiva & Sánchez-Fernández, 2015). Estas herramientas (blogs de viajes, redes sociales de viajes, foros, etc.) permiten al turista adoptar un papel más activo a la hora de decidir y preparar sus viajes, y además ayudar al resto de viajeros a formarse una imagen previa del destino que van a visitar (Muñoz-Leiva et al., 2012). Por tanto, las empresas turísticas necesitan integrar este tipo de herramientas, cuyo contenido es generado por los usuarios, en sus propias estrategias de marketing (Öz, 2014).Por...

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Banner Advertisements through a New Lens

Cited by 122 publications

References 17 publications

An empirical analysis of sponsored search performance in search engine advertising

An empirical analysis of sponsored search performance in search engine advertising

Minimum effective frequency for interactive television ads

Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking

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