Morphing advertising to improve online campaign success
Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches banners to the cognitive style of viewers, the world of online advertising is about to change.
|Keywords||advertising, online advertising, banner advertising, targeting consumers, consumer behavior, marketing|
|Series||RSM Discovery Magazine Collection|
|Journal||RSM Discovery - Management Knowledge|
|Note||This article draws its inspiration from the paper Morphing Banner Advertising, written by Glen L. Urban, Guilherme (Gui) Liberali, Erin MacDonald, Robert Bordley and John R. Hauser and published in the journal Marketing Science, Vol. 33, No. 1, Jan-Feb 2014, pp. 27-46. http://dx.doi.org/10.1287/mksc.2013.0803 (RePub http://repub.eur.nl/pub/76837/).|
Liberali, G. (2014). Morphing advertising to improve online campaign success. RSM Discovery - Management Knowledge, 20(4), 12–14. Retrieved from http://hdl.handle.net/1765/77381