Study on banner advertisement type and shape effect on click-through-rate and conversion

Kuneinen, Eetu
May 2013
Journal of Management & Marketing Research;May2013, Vol. 13, p1
Academic Journal
This comparative study explored web banner advertising type and shape effect on click-through- rate and conversion using Google Display Network. The aim was to help a case study company operating in mobile accessories industry to find the most suitable banner type and shape for their advertising goals. Prior literature has been focusing on click-through-rate, and conversion has been left out of much further attention, and their combined effect - total conversion rate - wasn't found reported previously in academic research. This study compared the effect of banner shapes, types, and combined shapes and types to click-through-rate, conversion rate and total conversion rate. The research method used was quantitative observation experiment and data was collected through the Google AdWords from Google Display Network, which the researcher had access through the case company's account. Data was collected from 14 days period. The findings showed levels of significance between types and shapes. Performance wise static banner type outperformed dynamic in all areas: CTR, CR and TCR. The best performing shape for CTR and TCR was square. The best converting shape was rectangle. Comparing combined type and shape showed that static square led to best CTR, second best CR, and best TCR. The best CR was recorded for static rectangle. Statistical tests showed that null hypothesis could be rejected for type CR and TCR, shape CTR, and most type and shape combined data, and that levels of statistical significance was found for most of these data.


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