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- Title
IMPACT OF ANIMATION AND LANGUAGE ON BANNER CLICK-THROUGH RATES.
- Authors
Zorn, Steffen; Olaru, Doina; Veheim, Thomas; Zhao, Sam; Murphy, Jamie
- Abstract
This field experiment tested the impact of animation and language on the click-through rate (CTR) of banner advertisements across two website types. Animation results of over one million banner impressions were inconsistent for social networking and information websites. As expected, two languages, English and Norwegian, showed insignificant CTR differences. The CTR was under one tenth of one percent (0.1%), consistent with low reported CTRs for traditional advertising banners. The study contributes to research in testing different website design elements, an under researched area.
- Subjects
COMPUTER-generated imagery; PROGRAMMING languages; CLICK through rate; BANNER advertisements; WEBSITES; SOCIAL networks; ELABORATION likelihood model
- Publication
Journal of Electronic Commerce Research, 2012, Vol 13, Issue 2, p173
- ISSN
1938-9027
- Publication type
Article