IAB study: Click-throughs not as effective as banners

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Click-throughs are not as effective as banner exposure in measuring Web ad campaigns, according to a survey released by the Internet Advertising Bureau.

Banner exposure was found to be responsible for 96% of ad awareness, while click-throughs to an advertiser's Web site contributed only a 4% increase in ad awareness, according to the survey conducted for the IAB by researcher MBinteractive.

For more on this story, see the full article in INTERACTIVE

Copyright September 1997, Crain Communications Inc.

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