Describes current trends in online advertising and assesses their overall effectiveness. Development of first banner ads and recent developments such as floating ads, superstitials, interstitials, centered rectangular ads, pop-under ads, skyscrapers, super-sized banners, surround sessions and text ads. Effect of broadband adoption. Discusses key to successful Web advertising.
Online Advertising Creative Approaches and Their Effectiveness Introduction Internet historians trace the origins of the online banner ad toOctober... more
Online Advertising Creative Approaches and Their Effectiveness Introduction Internet historians trace the origins of the online banner ad toOctober when AT T placed such an ad on HotWire Banner ads evolvedrapidly using visually rich graphics and text to permit Internet surfersto purchase items from inside the banner itself For some time thesebanner ads enticed consumers to purchase products but according toCalishan consumer interest began to decline Less than percentof all consumers continued to point and click on banner ads leadingadvertisers to reconsider