Study finds banners more effective than other media

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New York--Internet banners may be more effective than conventional wisdom says, according to a new study conducted by Andersen Consulting. The study, which queried nearly 1,500 Internet users, found that 25% said that banner advertising drove them to shop online. In the study, banners outperformed other media, such as newspapers (14%), TV commercials (11%), radio spots (4%), and billboards (4%), in driving online shopping. The study's ramifications for business-to-business banners are unclear.
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