Start Date
12-16-2013
Description
Online advertising has experienced an unparalleled growth over the last decade. Yet, despite the increased spending on this form of advertising, there is a lack of understanding of what makes an online ad effective. This study helps to fill in this gap. Specifically, in an experimental study, we examine the effects of ad placement and animation on ad content recall and recognition, as well as customers’ attitudes towards the ad, brand, website and their purchase intention. The results reveal significant effects of ad placement on recall and recognition and two of the attitudes. Surprisingly, animation had no effects on attitudes, and only modest and inconsistent effects on ad content recall and recognition.
Recommended Citation
Al-Natour, Sameh; Gemino, Andrew; and Krider, Robert, "Effective Online Ads: The Role of Placement and Animation" (2013). ICIS 2013 Proceedings. 65.
https://aisel.aisnet.org/icis2013/proceedings/ResearchInProgress/65
Effective Online Ads: The Role of Placement and Animation
Online advertising has experienced an unparalleled growth over the last decade. Yet, despite the increased spending on this form of advertising, there is a lack of understanding of what makes an online ad effective. This study helps to fill in this gap. Specifically, in an experimental study, we examine the effects of ad placement and animation on ad content recall and recognition, as well as customers’ attitudes towards the ad, brand, website and their purchase intention. The results reveal significant effects of ad placement on recall and recognition and two of the attitudes. Surprisingly, animation had no effects on attitudes, and only modest and inconsistent effects on ad content recall and recognition.