Beitrag No. 7 - Georg-August-Universität Göttingen

Eine Studie zur Wirkung der Bannerwerbung im World Wide Web

von B. Henn (1999)

1. Einleitung

2. Anlage der Studie
2.1 Das Untersuchungsdesign
2.2 Die Datenerhebung
2.3 Die Datenauswertung

3. Untersuchungsergebnisse
3.1 Einflüsse der Bannerplazierung
3.1.1 Einflüsse von Plazierungsvariablen auf der Site-Ebene
3.1.2 Einflüsse von Plazierungsvariablen auf der Seiten-Ebene
3.2 Einflüsse der Bannergestaltung
3.2.1 Einflüsse des Bannerformats
3.2.2 Einflüsse der inhaltlichen Bannergestaltung

4. Praktische Implikationen der Ergebnisse

Literaturverzeichnis

Zusammenfassung/Summary

Summary

The placement of banner ads on the World Wide Web as a means to pull traffic to Web sites becomes more and more important. For the planning of advertising flights on the Internet it is decisive to understand how these ads work. One central point to elaborate is, which factors have a significant effect on the click-through response to banner placements. This paper summarizes some findings of an empirical study on the effect of different factors concerning the placement and the creation of banner ads on the results of advertising campaigns. The analysed placement aspects comprised the affinity of banner ads to the interests of site-users, banner-burnout-effects and the influence of different positions of one or two banners on a web-page on the response-rate. Regarding the creation, factors as the banner size and different message-types were examined. The data was collected via DINO-Online, one of the leading German Web directories.