Click me: an examination of the impact size, color, and design has on banner advertisements generating clicks
Michael North () and
Michael Ficorilli
Additional contact information
Michael North: Central Connecticut State University
Michael Ficorilli: Central Connecticut State University
Journal of Financial Services Marketing, 2017, vol. 22, issue 3, No 2, 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
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)
Downloads: (external link)
http://link.springer.com/10.1057/s41264-017-0028-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:pal:jofsma:v:22:y:2017:i:3:d:10.1057_s41264-017-0028-3
Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41264
DOI: 10.1057/s41264-017-0028-3
Access Statistics for this article
Journal of Financial Services Marketing is currently edited by Tina Harrison
More articles in Journal of Financial Services Marketing from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().