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Click me: an examination of the impact size, color, and design has on banner advertisements generating clicks

Michael North () and Michael Ficorilli
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Michael North: Central Connecticut State University
Michael Ficorilli: Central Connecticut State University

Journal of Financial Services Marketing, 2017, vol. 22, issue 3, 99-108

Abstract: Abstract Banner advertisements are either ignored or criticized and rarely receive clicks. However, companies tend to use consistent messages but vary the visual characteristics to entice clicks. This study examined 22,978 instances of banner placements measured in weeks from an insurance company in 2016. Results point to the 300 × 250 size, blue ads, and static design generating more clicks than larger sizes, red ads, and animated designs.

Keywords: Banner ads; Digital advertising; Pixels; Animation (search for similar items in EconPapers)
Date: 2017
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