Designing online banner advertisements: should we animate?
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Principles of Internet Marketing
Principles of Internet Marketing
Fuzzy Web Ad Selector Based on Web Usage Mining
IEEE Intelligent Systems
HCI'13 Proceedings of the 15th international conference on Human Interface and the Management of Information: information and interaction for learning, culture, collaboration and business - Volume Part III
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In this study, we focus on the click-through rate for the advertising effectiveness to examine the effects of design factors on animated online advertisings. A factorial experiment with repeated measuring was designed to collect a set of serially correlated click-through data. Ad types, positions, animation lengths, and exposure times were considered as the independent factors in this study. The generalized estimating equations (GEE) approach is introduced to the logistic regression models with correlated binary data. A goodness-of-fit statistic, quasi-likelihood information criterion (QIC) for data correlated models will be used for evaluating GEE-constructed models. The results showed a logistic regression model with order effect, two-factor interaction effect of ad types and ad positions, as well as ad positions and animation lengths are statistically significant. In addition, the GEE model with AR(1) correlation structures was well verified by the data.