Online advertising development and their economic effectiveness

 
 
4. RESEARCH RESULTS 
The two main types of online advertising are banner advertisement and pop-up advertisement. In this section, I 
will check the effectiveness of two types of advertisements, and also characterize the types of managers for the 
types of advertisement using logistic regression. 
 
4.1 Comparing the effectiveness of advertising 
In this section, the difference in efficiency between the two types of advertisements will be analyzed. The 
effectiveness of advertising is divided into three main stages. First, the surfer becomes interested in the 
advertisement and clicks on the ad to be linked to the advertiser’s site. Second, after receiving information, 
some of the interested surfers call the business and obtain further information. Last, some of the callers decide to 
purchase the product. Figure 3 and Table 5 show the sampled data for both a banner and a pop-up 
advertisement. 

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Australian Journal of Business and Management Research Vol.1 No.6 [121-133] | September-2011
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Figure 3:
 
Banner advertising effectiveness compared to pop-up advertising 
Table 5: Comparison between pop-up and banner advertising
Banner 
Pop-up 
t statistic 
Advertisement type 
Yes 
73% 
33% 
Do not know 
2% 
3% 
No 
25% 
64% 
Supervision mechanism 
Yes 
49.3% 
51.5% 
No 
50.7% 
48.5% 
Amount of clicks 
0-50 
5.4% 
10.5% 
51-250 
27.8% 
26.3% 
251-500 
37.8% 
36.8% 
Over 500 
28.9% 
26.3% 
Average 
309.6 
297.34 
3.26 
Calls from 
advertisement 
0-25 
10.8% 
5.6% 
26-50 
32.4% 
33.3% 
51-100 
37.8% 
50.0% 
Over 100 
18.9% 
11.1% 
Average 
69.75 
60.52 
2.96 
Amount of deals from 
the calls 
0-2 
2.8% 
11.1% 
3-6 
55.6% 
61.1% 
7-10 
36.1% 
22.2% 
Over 10 
5.6% 
5.6% 
Average 
6.87 
5.12 
2.12 
Figure 3 and Table 5 show that 73% of the respondents choose to publish a banner advertisement versus only 
33% of respondents who choose pop-up advertisement (some respondents choose to publish the two types of 
online advertisements). About half of respondents use monitoring mechanism for the number of clicks on their 
ads. It can also be seen that at the first stage, the monthly average on banner advertisement clicks is higher 
(309.6) than the pop-up advertisement (297.34). At the second stage, the percentage of calls as a result of the 
banner advertisement is higher (22.5%) than the pop-up advertisement (20.4%). This trend continues also to the 
third stage where the percentage of users who end up purchasing the product is higher on a banner 
advertisement (9.8%) than on the pop-up advertisement (8.5%). It is clearly seen that banner advertisements are 
more effective (with a significance level of 95%) than pop-up advertisements. 
 

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Australian Journal of Business and Management Research Vol.1 No.6 [121-133] | September-2011
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