Maximizing User Interactivity through Banner Ad Design

Abstract

This research developed criteria for an online banner ad design to maximize user interactivity. The ad's design criteria were based on studies on interactivity, animation, persuasiveness of emotional and rational appeals in ads, animation, ad placement, size, and metrics. The ad was deployed and measured for effectiveness by using behavioral response metrics: click-through rates and mouse rollovers. Findings show that the ad designed according to the criteria garnered more user interaction than the other ads deployed during the same time. This has value for advertisers that need to evaluate online banner advertising design and need to make informed decisions on advertising strategy and campaigns.

KEYWORDS:

• banner ads
• click-throughs
• click-through-rate (CTR)
• cost-per-click (CPC)
• interactivity
• mouse rollovers
• online advertising

The author would like to express appreciation for funding provided by Pepperdine University's Seaver Research Council Grant and support from the Ventura County Star.