Changing Banner Ad Executions on the Web : Impact on Clickthroughs and Communications Outcomes

Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of level of repetition to banner ads, same and varying ad executions and consumer navigation orientation on behavioral response (clickrate) and memory-based outcomes (unaided recall, aided recall and recognition). We found that number of clickthroughs, aided recall and recognition scores are higher when subjects are experientially oriented. There is no significant effect of executions or repetition on clickthroughs and unaided recall. Recognition is higher under high repetition and same ads in goal-directed condition and varying executions in experiential orientation