The Comparison of Click-through Rates of Banners among Different Websites and the Influence of Product Type

• Main Authors: Cheng, Hai-Wei, 程海威
• Other Authors: Ding, Cherng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/65701587388795693541

碩士 === 國立交通大學 === 經營管理研究所 === 99 === According to Internet Advertising and Media Association (IAMA), Taiwan’ overall Internet advertising market has reached the scale about 8.55 billion. Online advertising is getting more and more important. To understand the factors which affect the online advertisement, this article takes the data analysis for banner advertisement which is most popular in online advertising, and attempts to examine the effects of different product type and different websites on click-through of banner advertisements. The results showed the click-through rates of websites which were higher in website traffic, were not as much as predictable. No matter what the product type is, banner advertisements on entertainment oriented websites could almost have great CTR. Advertisers should select the appropriate sites according to what their product type is belong to. Finally, this study provides advertisers and advertising Banner-Website portfolio and suggestions for pricing.