Internet banners have been under examinations in order to learn which design features could lead to high rates of clickthrough. Previous research has reported effects of banner animation and banner location; however, results are still inconclusive. This study thus attempts to compare clickthrough rates (1) between those on animating vs. stay-still banners and (2) between those on banners placed on top vs. in the middle of a screen.
Data from a quasi experiment confirm (1) the difference between the clickthrough rates on animating banners and those on stay-still banners is not significant, but (2) the difference between the rates on banners positioned on the top and those positioned in the middle of the screen is statistically significant at a 0.05 level.
In addition to extending insight into design issues of Internet banners practicing in Thailand, practitioners could adjust their online advertising campaigns based on the study’s findings.
Tangmanee, Chatpong and Prapakornkiat, Pakorn, "Impacts Of Location And Animation On Internet Banner’s Clickthrough Rates" (2011). ICEB 2011 Proceedings. 4.