Online Advertising: Hit Rates for Jumps from Banner Ads

David R. Thompson and Birgit Wassmuth [WJMCR 4:2 March 2001] Sections:  Abstract|Introduction|Research Questions|Results and Findings|Conclusion Abstract This article reports a content analysis of newspaper practice regarding targeting jump links to banner ads. By “targeting,” the authors refer to the practice of matching the content of the banner ad to the content on the page to which […]