Repeated exposure to banner ads can drive traffic
According to findings in the Journal of Consumer Research, many users are influenced by banner advertisements even if they are unaware that they have seen them.
Co-author of the report Xiang Fang said: "Regardless of measured click-through rates, banner ads may still create a favourable attitude towards the ad due to repeated exposure."
"Effects of mere exposure are expected to grow in a marketplace where consumer attention is often focused elsewhere," it was also revealed.
The study indicated that on the occasion when consumers could not remember the specific content of an advertisement after repeated exposure to it, they were familiar with its overall tone which "led to positive feelings".
In March, Terry Detty wrote on Promotion World that internet users are more likely to click on a banner advert marketed towards the area they are searching on, which in turn could lead them to make an online purchase.
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17.05.2007.
