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Click me: an examination of the impact size, color, and design has on banner advertisements generating clicks

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  • Michael North

    (Central Connecticut State University)

  • Michael Ficorilli

    (Central Connecticut State University)

Abstract

Banner advertisements are either ignored or criticized and rarely receive clicks. However, companies tend to use consistent messages but vary the visual characteristics to entice clicks. This study examined 22,978 instances of banner placements measured in weeks from an insurance company in 2016. Results point to the 300 × 250 size, blue ads, and static design generating more clicks than larger sizes, red ads, and animated designs.

Suggested Citation

  • Michael North & Michael Ficorilli, 2017. "Click me: an examination of the impact size, color, and design has on banner advertisements generating clicks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(3), pages 99-108, September.
    • Handle: RePEc:pal:jofsma:v:22:y:2017:i:3:d:10.1057_s41264-017-0028-3
    DOI: 10.1057/s41264-017-0028-3
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    References listed on IDEAS

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    1. Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
    2. Avi Goldfarb & Catherine Tucker, 2011. "Rejoinder--Implications of "Online Display Advertising: Targeting and Obtrusiveness"," Marketing Science, INFORMS, vol. 30(3), pages 413-415, 05-06.
    3. Gerald J. Gorn & Amitava Chattopadhyay & Tracey Yi & Darren W. Dahl, 1997. "Effects of Color as an Executional Cue in Advertising: They're in the Shade," Management Science, INFORMS, vol. 43(10), pages 1387-1400, October.
    4. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 410-418, December.
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    Cited by:

    1. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.

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