Abstract

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.

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hdl.handle.net/1765/77381
RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
Rotterdam School of Management (RSM), Erasmus University

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