Structural Holes and Banner-Ad Click-Throughs

Structural Holes and Banner-Ad Click-Throughs

This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks ...

The Value of Time and Banner Ad Click-through

Do Price Ranges Increase Click-throughs?

An important goal of online comparison shopping services is to “convert” a viewer from general product category pages (for example product groups such as “smartphones” or “air-conditioners”) to detailed product pages and ultimately to order pages. Comparison shopping websites provide a familiar web interface as well as a chance for consumers to purchase items at competitive prices. In return fo...

The Impact of Banner Ad Styles on Interaction and Click-through Rates

Since the introduction of the first graphical web browser on the onslaught of web advertisement, academic and corporate researchers have been interested in studying factors that impact the effectiveness of advertising methods and banner ads in particular. The click-through rate of an ad has been the standard measuring stick for assessing the effectiveness of the ad. This study examines the effe...

Hit Me Again: Design Features that Affect Click-Throughs

In this paper we present the results of an empirical study of the relationship between 18 design features, work effort, and two traffic-based metrics of use, visits and pages-per-visit, in a sample of 44 professionally designed web pages. The results highlight important design features to consider in the development of an empirically validated set of design guidelines and underscore the value o...