| Click-through |
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Information AboutClick-through |
| CATEGORIES ABOUT CLICK-THROUGH RATE | |
| internet advertising and promotion | |
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Banner ad click-through rates have fallen over time, often measuring significantly less than 1%. By selecting an appropriate advertising site with high affinity (e.g. a movie magazine for a movie advertisement), the same banner can achieve a substantially higher click-through rate. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads. ''References:'' Sherman, Lee and John Deighton, (2001), "Banner advertising: Measuring effectiveness and optimizing placement," ''Journal of Interactive Marketing'', Spring, Vol. 15, Iss. 2. SEE ALSO |
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