Banner Ads Click with Consumers

Now that total spending on Internet advertising exceeds spending on some traditional media, it has become even more important for companies to determine the effectiveness of their online advertising expenditures. A recent study by business professors at the University of Chicago determines that banner advertising helps companies retain customers by bringing them back to a companys Web site sooner and encouraging them to spend more. The authors also assert that the industry-wide practice of judging banner ads by the number of clicks they generate underestimates the effectiveness of banner ad campaigns. URL: Banner Ads Click with Consumers