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How banner ads work
A quick test: how many of you can name the product being advertised in the banner ad at the top of the page? Chances are, the ad's presence didn't even register with most seasoned web browsers. But that's probably okay, at least according to research that appears in June's Journal of Consumer Research. The research concludes that repeated exposure to a product via banner ads generates a positive feeling towards that product. The good news for consumers is that a critical reevaluation of the product can make these positive feelings vanish.
Here is more. I've also thought that clicking to make the ad go away makes the ad, in terms of your subconscious, more effective than watching it. Once you associate the ad with feelings of control, the product becomes something you can deal with.
The pointer is from www.geekpress.com.
Posted by Tyler Cowen on May 23, 2007 at 02:12 AM in Science | Permalink
Comments
On the contrary, if I have to interact with an ad, I have feelings of annoyance and time wasted. Nothing's as bad as a banner ad that uses sound, but click through ads are often sufficient to deter me from reading an article or a website, in much the same way 15 minutes of herbal viagra and loan shark commercials an hour ensure that the only radio I listen to is community supported.
Posted by: Josh at May 23, 2007 2:37:03 AM
I associated annoying ads that I need to ‘click away’ with annoyance not control. Having windows pop up left and right on my computer screen does not count as control for me, and pretty much anything advertised in this way I consider to be a scam.
I assumed everybody else felt this way as well or were highly prone to scams.
The only ads that I have found to work on the internet are high cost video ads. The Daily Show site has some that work sometimes.
Posted by: aaron_m at May 23, 2007 3:26:35 AM
Thanks to Adblock Plus, I didn't even have to ignore it, though.
Posted by: Nathan at May 23, 2007 3:28:30 AM
Ad, what ad? I also use adblock plus ;) Wonderful tool. I also only allow javascript on sites I know to be trustworthy, so no pop-ups.
Prior to that the ones that really annoyed me were those windows that animated themselves onscreen and you had to physically close down.
Posted by: Mike N at May 23, 2007 4:15:09 AM
Ad, what ad? I also use adblock plus ;) Wonderful tool. I also only allow javascript on sites I know to be trustworthy, so no pop-ups.
Prior to that the ones that really annoyed me were those windows that animated themselves onscreen and you had to physically close down.
Posted by: Mike N at May 23, 2007 4:22:54 AM
Firefox+AdBlockPlus+FilterSet.G = best web experience ever. I haven't seen a banner ad on a website in over a year.
Posted by: Timothy at May 23, 2007 9:43:56 AM
Banner Ad?
God invented AdBlockPlus so I would not have to see syndicated banner ads.
The only adverts I allow to pass are those served up by the website itself.
Posted by: Dave Barnes at May 23, 2007 10:10:41 AM
Do popups have the same effect? Personally, I don't use orbitz because they used pop-up ads all the time.
Posted by: dan at May 23, 2007 12:08:36 PM
As another Firefox user, I stopped to think about what ad I had seen. I remembered one about "history maps" or something (History Shots) but that was on the side, not the top.
I ended up clicking on it, just so I could read the fine print. And because it looked interesting.
Posted by: doctorpat at May 23, 2007 7:12:16 PM
I don't think peoples are giving much important to banner ads..Surely I'm not! Banner ads are mostly noticed only if they tagged with words like FREE,OFFER,etc.,Most of us don't want to give attention to ads while we seriously browsing for something important..Right???
Car Breakdown Cover
Posted by: sakthi at May 24, 2007 4:30:01 AM
Another happy Firefox+Adblock Plus user.
Posted by: me too at May 24, 2007 8:42:37 PM
Posted by: Heel at Jun 4, 2007 11:27:50 AM
Posted by: Heel at Jun 4, 2007 11:27:55 AM
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Posted by: 謝文豪 at Apr 2, 2008 4:15:11 AM
