Banner advertising: futre, pro, cons
by
Thomas Benesch
Assistant Professor

The value of banner advertising today and for the future was analysed through and empirical study in the German speaking regions. The respondent group was chosen through specific newsgroup lists on the WWW and an email which contained the questionnaire. After completion of the questionnaire, we received a confirmation by email.

The strengths and weak points were analysed from the real status of banner advertising. Thereafter, an ideal analysis for the future will be taken. In this, the measures of efficiency, success and achievable advertising goals by means of banner advertising were worked out. The generation of user profiles, for instance through the use of cookies is also analysed. Here, the question of acceptance and the of information that is to be saved was addressed. Also analysed was the utilisation of micro-sites, small sites behind the banners. Which problems and advantages arise through these? Especially fast and relevant information are considered as advantages, while these sites should be obviously be appropriately placed. How are the effects of banners and the contents of web-sites related? The of target group specifics agreement is especially decisive here.

In conclusion, the question as to why identical banners in different web-sites have different advertising effects was explored. The context of the banner and the web-pages were mentioned here as important criteria.

Date received: February 26, 2000

Copyright © 2000 by the author(s). The author(s) of this document and the organizers of the conference have granted their consent to include this abstract in Atlas Conferences Inc. Document # caet-05.