Work

Impact of Animation and Language on Banner Click-through Rates

Year: 2012

Type: article

Abstract: 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.

Source: Murdoch University Research Portal

Authors: Steffen Zorn, Doina Olaru, Thomas Veheim, Sam Zhao, Jamie Murphy

Institutions: Curtin University, The University of Western Australia

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1486497946

FWCI: 1.426

Cites: 57

Cited by: 16

Related to: 10