My research interest has been the effectiveness of
banner ads on the Web--what are the antecedents of
banner clicking. As a project for my doctoral
dissertation, I am conducting an on-line survey of
audience processing of banner ads (factors affecting
Sounds interesting ... and it might have some useful
insights about how folks actually "read" the web ...
as well as how something like this is "assessed" --
i.e. there are several different measures of effectiveness.
1. the ability of a banner add to "divert" attention from
the current page to a new page on the "sponsors" site
2. the ability of a person to recall seeing a "banner ad"
(this is sometimes called "recognition", or "persistence
of vision" :)
3. the transfer of new information ... planting an idea
in someones head. (sort of like the microsoft assitants)
As a measure of a "good" banner ad, I just ran across
one that advertiser
[ Re-Invent Yourself ]
[ jobs.internet.com ]
The two messages alternated, red, white, black.