What Makes Web Advertisements Effective?

Abstract

With the increasing hype and anticipation of Web advertisements’ (Web ads) potentials, it is important to understand research findings on the effectiveness of Web ads. This study surveys empirical research findings published during 1996-2007 on how various characteristics of Web ads affect viewers’ attention and memory, evaluations of Web ads, and behaviors toward Web ads. A classification of Web ads characteristics or features is developed to include seven aspects: purpose, movement, onset timing, content, placement location, exposure types, and other specific design elements. We found that different features may have different effectiveness, yet the findings are not consistent and comprehensive. There are large holes and gaps that need investigation. Based on the findings, we make suggestions for practitioners who need to invest and design effective Web ads and call for more research on the effectiveness of Web ads.