Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products

Abstract

This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types. Banner ads can work as transporters of consumers to target ads and as ads in themselves with direct communication effects. The study indicates that banner ads work better as transporters to target ads for functional products, whereas banner ads for expressive products work better through ad impressions. It is also found that consumers who click on banner ads for expressive products tend to be greater users of and be more positively disposed towards the brand. The differences between consumers' responses to advertising for the two product types, conceptualised as informing and transforming on the web, are discussed.

Additional information

Notes on contributors

Micael Dahlén

Micael Dahlén is currently finishing his Ph.D. at the Center for Consumer Marketing at Stockholm School of Economics. His research focuses on advertising and promotion on the internet. He has written several conference papers on the subject as well as published in various academic journals, including Consumption, Markets & Culture, Scandinavian journal of Management and European Business Forum.

Jonas Bergendahl

Jonas Bergendahl is an analytical expert at Digiscope with a focus on digital media.