Advertising Banners on Sport Web Sites

( Chia Chen Yu ),( David K. Statlar ) 한국스포츠정책과학원(구 한국스포츠개발원) 2000 International Journal of Applied Sports Sciences Vol.12 No.1

With the advantage of multimedia capabilities, the development of World Wide Web (WWW) has been innovating and increasing during the past years. Taking advantage of the accessibility of the WWW, sports organizations use WWW where they can reach customers globally, promote their products, and provide information to users, etc. The increasing popularity of sport and growth number of visitors to sport Web sites catch corporations` attention and interest to buy into sports advertising on Web sites. There is a common model, the advertising banner, for sponsors to sponsor sport organizations on Web sites. Advertising banners online are much like sponsorships in sports events: the hope that users will more closely associate the image of the sport with the sponsors. Studies of online buying show that the advertising banner is a good way to Build Brand awareness (Williamson, 1997). banners have become a significant means of advertising and source of information because they help guide people to their web pages. Also, banners have proven to be the most effective direct marketing tool, producing quantifiable units. Moreover, advertising banners remain the predominant advertising vehicle on the Web--accounting for approximately 54% of total online advertising revenues--the increased use of content sponsorships marking a shift towards more creative advertising on the Web (Hyland, 1998). The purposes of this study were to examine the advertising banners presented on the Web pages and also analyze the characteristics of sponsors for sports organizations on WWW. This study focused on the category of sponsors and the content of banners` links to their Web pages. In addition, the differences among sports organizations were also examined by sponsors who put the advertising banners on the sport web pages. The population of this study was randomly selected from several Internet search engines. based on an analysis of sampling, sponsors valued sports information or news related sites as major places for advertising opportunities on WWW. Results indicated that car, computer product manufacturers, and Internet services are the types of companies most interested in advertising on sports web pages. These findings have important implications that the use of advertising banners will be a trend on sports Web sites as another new way of sponsorship and advertisement for corporations and sports organizations.

성적 소구의 인터넷 배너 광고 효과: 남여 성차를 중심으로

김지영,김재휘,차영란 한국여성심리학회 2005 한국심리학회지 여성 Vol.10 No.3

The purpose of this study was to investigate the advertising effects of sexual banner ads on the internet. For this purpose, focused group interview was performed to explore type of sexual advertising as a preliminary study. The results showed that three types of sexual appeal advertising, i.e., sexual copy, sexual graphic, sexual copy and graphic were extracted. In order to find out attitude toward and effect of sexual banner advertising, we designed 4(three sexual types of banner, one non-sexual banner) by 2(male, female) factorial design, and tested the difference of attention, intention of click-through, attitude toward advertising and brand. As a result, sexual appeal banner was drawn more attention and intention to click-through than one nonsexual banner. On the other hand, nonsexual banner was evaluated as positive in attitude toward advertising and brand compared to sexual banner.

인터넷배너광고 표현요소가 광고태도에 미치는 영향-A I O를 중심으로-

박승환 ( Seung-whan Park ),최철재 ( Chul-jae Choi ) 한국디자인트렌드학회 2009 한국디자인포럼 Vol.23 No.-

본 연구의 목적은 인터넷 배너광고 유형별로 그리고 활동, 관심 및 의견(AIO)에 관한 소비자의 성향별로 시각정보와 언어정보 표현요소가 광고태도 및 구매의도에 미치는 영향력을 확인하는데 있다. 회귀분석을 통한 분석결과, 첫째 인터넷 배너광고의 유형과 소비자의 AIO 성향에 관계없이 시각적 표현요소가 광고태도와 구매의도에 영향을 주는 것으로 나타났다. 둘째 정지된 배너광고에서 AIO 성향이 긍정적인 소비자가 광고태도 및 구매의도에 영향을 준 반면, 동영상 배너광고에서는 AIO 성향이 긍정적인 소비자와 부정적인 소비자 모두에서 광고태도 및 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 정지된 배너광고에서 AIO 성향이 긍정적인 소비자의 광고태도는 동영상 배너광고에서 AIO 성향이 긍정적인 소비자보다 더 높은 것으로 나타났다. 결론적으로, 배너광고에서 시각적 표현요소를 통해 강력하고 긍정적인 광고태도를 개발함으로써 구매의도를 증가시켜야 할 것이다. The purpose of this study is to identify effects visual and verbal components of advertisement on attitude toward advertising and purchase intention by types of the propensity about consumer`s activities, interests, opinions(AIO) and types of the internet banner advertisements. The research results from regression showed as followed: First, it revealed that visual component of the advertising only effects on attitude toward advertising and purchase intention irrespective of types of the propensity about consumer`s AIO and types of the internet banner advertisements. Second, in case of banner advertisements that not moved, customer who have positive propensity about AIO effects on attitude toward advertising and purchase intention, but in case of animated banner advertisements, all customer who have positive and negative propensity about AIO effect on attitude toward advertising and purchase intention. Third, attitude toward advertising of customer who have positive propensity about AIO in banner advertisements that not moved is more higher than customer who have positive propensity about AIO in animated banner advertisements. In summary, this study found that the visual element of an advertising is important in developing a strong, positive attitude towards the advertising, which in turn leads to increased purchased intention in banner advertising.

웹 배너광고의 저작도구와 그 비교

김아란 커뮤니케이션디자인협회 시각디자인학회 2004 커뮤니케이션 디자인학연구 Vol.15 No.-

컴퓨터를 중심으로 한 정보화사회는 인터넷 미디어의 이용자를 급증시켰고, 이는 특히 광고 시장을 지속적으로 크게 성장시켜 오고 있다. 미국의 시장 조사회사인 쥬피터 커뮤니케이션(Jupiter Communications)의 인터넷 광고 보고서에 의하면 세계의 인터넷 광고의 매출은 1999년에 35억불, 2000년에 53억불로 집게 되었으며, 2005년에는 165억불을 초과할 것으로 예측하고 있다. 따라서 인터넷 광고의 지속적인 성장이 확실시되고 있다. 그리고 인터넷 광고는 웹사이트에 제공되며, 그 중에서도 초기 웹 페이지에 표시되는 배너에 의한 광고가 중요한 역할을 하고 있다. 아이 에이 비(Internet Architecture Board: IAB)가 1만 6천명을 대상으로 한조사의 결과에 따르면 인터넷 광고는 배너의 노출 그 자체만으로도 제품의 구매욕구를 향상시키는 것 이외에 브랜드의 인지도, 광고 캠페인의 선호도를 향상시키는 것으로 나타나있다. 이와 같이 광고의 중요한 부분은 웹사이트를 통한 인터넷 황고가 차지하고 있으며, 인터넷 광고는 배너광고가 그 핵심을 이루고 있다. 그러나 이러한 배너광고의 중요성에도 불구하고 배너광고의 제작을 전제로 개발된 배너 전용 애니메이션 저작 도구는 개발되어있지 않다. 그러나 일반적인 애니메이션 저작 도구는 배너 광고 제작에 응용될 수 있다. 이 연구에서는 GIF 애니메이션, 쇽웨이브 애니메이션, 자바와 자바 스크립트, 플래시 애니메이션을 이용한 애니메이션의 일반적인 특성을 분석하고 비교하여 배너광고의 제작 환경과 상황에 적합한 애니메이션저작도구를 찾아보기로 한다. The development of computers technology has made it possible for the universal use of the Internet. The sudden increase of Internet users also formed a new order in the advertisement market. And the Internet advertisement is provided to a web site, the advertisement due to the banner which even from in that is initially indicated in web browser is important role. The portion which advertisement is important the Internet advertisement which leads a web site is doing hold, the Internet advertisement the banner advertisement is accomplishing the focus. In spite of the banner whole aspect animation authoring tool which is developed the production of banner advertisement at prerequisite is not developed even in importance of but like this banner advertisement. The general animation authoring tool could be applied but in banner advertisement production. It analyzes the general quality of the multi branch banner authoring tool from this research, it compares and the animation authoring tool which is suitable in production environment and situation of banner advertisement and it searches ft sees with it does.

광고 매체와 모바일 배너 크기가 광고 성과에 미치는 영향 분석

박선하,권희경,김지민,윤호정,권영옥 한국상품학회 2023 商品學硏究 Vol.41 No.5

본 연구는 모바일 배너 광고에서 노출수, 클릭수, 매출액 등의 디지털 광고 성과 지표를 중심으로 영향 요인을 비교 분석하였다. 보다 구체적으로는 매체(구글, 카카오, 네이버), 배너 크기(큰 배너, 작은 배너), 주말 여부(주말, 평일), 광고비용(CPC; Cost Per Click)을 이용하여 회귀 분석을 수행하였다. 또한 비용 지표인 광고비와 성과 지표인 노출수, 클릭수, 전환수, ROAS(Return On Advertising Spend) 간의 군집분석을 통해 군집별 특징을 알아보고자 하였다. 연구의 주요 분석 결과를 요약하면 다음과 같다. 첫째, 높은 CPC 비용은 높은 노출수, 높은 클릭수의 결과를 가져왔다. 둘째, 글로벌 매체인 구글이 국내 매체인 네이버와 카카오보다 노출에 더 긍정적인 영향을 끼쳤다. 셋째, 국내 매체인 카카오와 네이버는 글로벌 매체인 구글과 비교하여 노출은 적지만, 클릭수에 미치는 영향은 더 크다. 넷째, 배너의 크기와 주말 여부는 클릭수에 영향을 미친다. 특히 배너가 클수록, 주말일수록 클릭수가 높은 경향이 있다. 다섯째, 글로벌 브랜드 N사의 주력 상품인 A 브랜드의 경우 구글 광고 캠페인이 네이버나 카카오 등의 국내 매체에 비해 광고 투자의 매출 효과가 더 크다. 마지막으로, 광고 성과 지표를 기준으로 군집 분석을 실시한 결과 평균 광고비, 노출수, 클릭수, 전환수가 모두 가장 높게 나온 군집에는 카카오 작은 배너의 비중이 가장 높게 나타났다. 한편, 평균 광고비가 가장 낮지만 평균 ROAS가 가장 높은 집단에서는 네이버 큰 배너의 비중이 가장 높았다. 이러한 연구 결과는 모바일 배너 광고에서 매체와 배너 크기를 고려한 적절한 광고 전략을 제안한다는 점에서 실무적 시사점을 지닌다. This study aims to find the key factors that can affect the performance of mobile banner ads, focusing on impressions, clicks, and revenue. Using regression and cluster analyses, we found that higher CPCs(Cost Per Click) correlated with increased impressions and clicks. Global platforms such as Google had a more positive impact on impressions than domestic platforms such as Kakao and Naver. Larger banners and weekends lead to more clicks. Particularly, for a global brand’s flagship product used in our study, Google campaigns had a more significant revenue impact compared to domestics platforms. Cluster analysis based on on both cost metrics and performance metrics revealed that the majority of the group with the highest average ad expense, impressions, clicks and conversions were the small banners on Kakao, while the group with the lowest average ad cost but the highest ROAS(Return On Advertising Spend) had the highest proportion of Naver’s large banners. These research findings offer practical insights by suggesting effective advertising strategies for mobile banner ads, taking into account media platforms and banner sizes.

패션제품의 인터넷 광고에 관한 연구

정미재(Mi Jae Chung),이선재(Sun Jae Lee) 한국복식학회 2001 服飾 Vol.51 No.3

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up: (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA, Duncan test by using SPSS package. The results of this research were as follows: First, fashion banner advertising took the first step, there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.

배너 광고 노출에 따른 부정적 감정이 브랜드 태도에 미치는 영향에 관한 연구: 웹 이용 동기, 제품 관여도, 사이트 만족도의 조절 역할을 중심으로

김형준 ( Hyung Jun Kim ) 한국소비자학회 2002 소비자학연구 Vol.13 No.4

Banner advertising on the internet is exposed to users on their own initiative. Due to the CET(Click Through Rate) decreasing, advertiser have considered how to improve the effectiveness of the existing banner(460X60 pixel). They have been developing push technologies(eg: pop up, pop down and rich media etc) and increasing the banner size. They have been trying to raise attention rate to banner advertisement. But these intrusive efforts may form negative user’s reactions Negative reactions can be analysed as being bad felling and unfriendly brand attitude. In order to decrease negative brand attitude, it is necessary to use situation variables that control the bad feeling transfer effect to brand attitude. So, in this paper I will investigate these situation variables. I suggested three moderating variables-web usage motive(experiential motive/goal direct motive), product involvement9high involvement/low involvement) and site(media) attitude(friendly/unfriendly) to explain control effect on the negative mood level and brand attitude when users are exposed by intrusive banner advertisement. On the basis of existing theories, I proposed hypothesis about controlling role of three variables. I made new brand banner advertisement(300X300) size, product: auto, brand: TOMA) and exposed that on 2 sites(www.daum.co.kr and www.bugsmusic.co.kr) with support of Ad-server(Dart^tm and I-Tran^tm) for the empirical test. I conducted a questionnaire of users who were exposed to the advertisement via the internet and then collected 198 responses. The result was that the users who have experiential motive, high involvement, friendly attitude to media site have been experienced lower bad mood and more friendly attitude to exposed brand than the others who have goal direct motive, low product involvement and unfriendly site attitude and in case of the former users, bad mood experience affects brand attitude less negatively than the latter users. Through the empirical test. I conclude that the situation variables like that product involvement and site9media) attitude control the relationship of negative mood and brand attitude.

중국 인터넷 광고의 현황과 전망

이동진 광운대학교 인문사회과학연구소 2001 인문사회과학논문집 Vol.30 No.-

The internet advertising was begun in March, 1997 in China. The first one was Intels banner advertising on Chinabyte.com. On the base of the great scale of population and high growth of China economic, more and more internet advertising has been used. Now it is the important mass media which different from four big media. In this study the author proposed the future direction of internet advertising development in China under analysis of present conditions and problem with. First, internet advertising in China will maintain great development with the growth of internet user. High growth of Chinese economic will support its capability also. Second, foreign advertiser will also play leading role in internet advertising market in China, as they are the main advertisers and they hold the knowhow. With the China join WTO, more and more foreign advertising company who have great funds and skill will enter internet advertising market in China. If they want make success they must to understand the Chinese netizens property, because the mouse are in the Chinese netizens hands who expose to the advertisement.

A Suggestion of an Efficient Communication Method of Automobile Internet Banner Advertisements

Park, Sang-Jin The Korea Contents Association 2013 International Journal of Contents Vol.9 No.4

Internet banner advertisement has become recognized as an important media, and its influence has been increasing. The merits of Internet banner advertisement are diversity and consumer immersion. Especially, by using various types and visual expression methods, the automobile Internet banner advertisement has evolved into what attracts curiosity and interest of potential consumers. Thus, to find efficient communication method for automobile Internet banner advertisement, this study, by comprehensively analyzing various advertisement methods in previous researches, suggested an advertisement type and a visual expression method suitable to automobile Internet banner advertisement. Four types of automobile Internet banner advertisement are production form, production purpose, expression form, and advertisement area. Four visual expression methods are action form, image, change form, and moving form. And, through case analysis, this study also examined the value of the newly suggested method.

A Suggestion of an Efficient Communication Method of Automobile Internet Banner Advertisements

Sang-Jin Park 한국콘텐츠학회(IJOC) 2013 International Journal of Contents Vol.9 No.4

Internet banner advertisement has become recognized as an important media, and its influence has been increasing. The merits of Internet banner advertisement are diversity and consumer immersion. Especially, by using various types and visual expression methods, the automobile Internet banner advertisement has evolved into what attracts curiosity and interest of potential consumers. Thus, to find efficient communication method for automobile Internet banner advertisement, this study, by comprehensively analyzing various advertisement methods in previous researches, suggested an advertisement type and a visual expression method suitable to automobile Internet banner advertisement. Four types of automobile Internet banner advertisement are production form, production purpose, expression form, and advertisement area. Four visual expression methods are action form, image, change form, and moving form. And, through case analysis, this study also examined the value of the newly suggested method.