Key points are not available for this paper at this time.
Banner ads function as both image and direct response advertising. Industry wisdom assumes that banner ad characteristics affect the viewer's recall and clicks; however, most evidence is anecdotal. This study examines the viewer's cognitive response as a function of banner ad size and type in a lab experiment. The study finds that animated banner ads result in quicker response and better recall than non-animated banner ads and that large banner ads lead to better comprehension and more clicks than small banner ads. User mode—information-seeking or Web-surfing—was not found to affect the viewer's response to banner ads.
Li et al. (1999) studied this question.