Review: The effect of online advertising

    So I decided to cross-post my review of an article in Communications of ACM on my main blog blogs.technet.com/eldar/archive/2007/06/02/716417.aspx I thought it might be interesting ...
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    The Effects of Online Advertising: Consumers' first impressions (and loyalties) are made in the opening moments of a Web site visit and the degree to which that visit may be intruded by pop-ups, pop-unders, and banner ads - by Scott McCoy, Andrea Everard, Peter Polak, and Dennis F. Galletta, Communications of ACM , March 2007 / Vol.50, No.3


    I read this article here (the name was on the cover, for the sake of it the whole magazine was not immediately thrown out). It’s not that we don’t already know how online advertising is perceived and influences website traffic, but the authors of this article received specific figures on how it affects.

    In 2005, the online advertising market in the United States was $ 10 billion, 5.3% of the total advertising market. 30% increase over 2004 (By the way, the fact that the data is somewhat old is due to the fact that classical journals have a very long cycle of preparing articles for publication. It is a pity they did not correct the data for newer ones of the year 2006.)
    The article compares pop-up, pop-under and inline ads, that is, the one directly on the page, mostly banners. The authors conducted a special study with 417 volunteers on a specially made website (so that you can check the same pages with different types of advertisements and without it).
    The first result is that pop-ups were perceived as 24% more annoying than advertising on the same page (inline banners). Interestingly, pop-unders (which opens in a separate window under the current one) are 33% more annoying than the built-in, that is, significantly more annoying than even pop-ups.
    The second result is that the lack of advertising on the site was expressed in an increase in intention to return to the site and recommend it to others by 11%. Example from an article: Amazon.com receives approximately 48 million unique visitors per month. A 11% drop in this amount means a loss of approximately 5 million customers. However, I'm not sure how good this example is - the whole Amazon.com site is a huge advertisement, except for the order pages. But the example illustrates the idea well.
    More specifically, if 14.5% of visitors gathered to return to the site without advertising, then only 13.3% with banners, 12.9% with pop-unders, and 12.7% with pop-ups.
    And finally, a little strange result. Advertising that is not directly related to the content of the site (for example, advertising a machine on a site selling potato chips) was remembered a little better - by 3.5% (as expected), but did not cause more rejection. Apparently this means that banners with various exposed parts of the female body on Russian political sites leading to other political sites are actually annoying not because they are not in context, but by itself, so to speak, “in absolute terms ":-)
    Here I shared ... since many readers of IT Pro, including those related to the development of websites, it seemed that this information could be useful. 

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