Effective Display Advertising: Improving Engagement with Suitable Creative Formats
Online advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of such formats. Our research found that animated formats are superior to static formats in most settings. It confirms that they can improve engagement, since they ca...
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| Format: | Article |
| Language: | English |
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Sciendo
2017-05-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2017.9.issue-1/gfkmir-2017-0009/gfkmir-2017-0009.xml?format=INT |