Banners were once considered as a revolution on communication due to their interactive character and direct effects. They formed the basis of new forms of marketing like display advertising, affiliate marketing and online campaigns. The last years though more and more studies and reports are arguing about the limited value of this form of communication because of low (between 0,01 -0,04% of click through rate (CTR).
A study just completed by our Master student Frederike Dauwe titled "Effects of city targeted banner ads on user engagement" confirmed the low CRT of banners but also concluded that city targeting banners are scoring worst than country targeting ones. The study will be soon available in the University of Twente publications site and in the site of SOMERE.
