Advertising Effectiveness on the Web

David Fortin (dfor8320_at_uriacc.uri.edu)
Sun, 7 Jul 1996 13:59:29 -0400 (EDT)

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I am currently working on a project to empirically measure the clickthrough
rates of ads appearing on the Web by creating an experimental design where
different versions of an ad for the same product would be manipulated to see
what seem to be the driving factors that maximize the clickthrough rate.
This would be done on an experimental basis on current sites with a fairly
high volume of daily traffic. The variables I am actually considering are
size of the ad, position (top, bottom, within body of text), creative
approach (problem/solution, testimonial, comparative) and promotional
incentive (special price, contest, coupon).

I would be interested in knowing if any members of this group have
investigated these issues or if individual web site operators have observed
better clickthrough rates by matter of experimenting different things with
various clients.

This is an academic research project and is not a commercial gimmick or
spam. If you would like to have your site participate as a conduit for
experimental purposes, you may e-mail me personally at the address displayed
below.

David R. Fortin
University of Rhode Island
dfor8320_at_uriacc.uri.edu
Web Page: http://ritim.cba.uri.edu/david

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