Impact of animation and language on banner click-through rates
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,...
| Main Authors: | , , , , |
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| Format: | Journal Article |
| Published: |
California State University
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/33449 |
| _version_ | 1848753949568401408 |
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| author | Zorn, Steffen Olaru, D. Veheim, T. Zhao, S. Murphy, J. |
| author_facet | Zorn, Steffen Olaru, D. Veheim, T. Zhao, S. Murphy, J. |
| author_sort | Zorn, Steffen |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T08:32:39Z |
| format | Journal Article |
| id | curtin-20.500.11937-33449 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:32:39Z |
| publishDate | 2012 |
| publisher | California State University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-334492017-03-08T13:13:31Z Impact of animation and language on banner click-through rates Zorn, Steffen Olaru, D. Veheim, T. Zhao, S. Murphy, J. Elaboration Likelihood Model click-through rates banner advertisement 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. 2012 Journal Article http://hdl.handle.net/20.500.11937/33449 California State University restricted |
| spellingShingle | Elaboration Likelihood Model click-through rates banner advertisement Zorn, Steffen Olaru, D. Veheim, T. Zhao, S. Murphy, J. Impact of animation and language on banner click-through rates |
| title | Impact of animation and language on banner click-through rates |
| title_full | Impact of animation and language on banner click-through rates |
| title_fullStr | Impact of animation and language on banner click-through rates |
| title_full_unstemmed | Impact of animation and language on banner click-through rates |
| title_short | Impact of animation and language on banner click-through rates |
| title_sort | impact of animation and language on banner click-through rates |
| topic | Elaboration Likelihood Model click-through rates banner advertisement |
| url | http://hdl.handle.net/20.500.11937/33449 |