If segmentation systems such as behavioral targeting offer an enhanced platform for weighing Web site advertising results -- as eMarketer notes in its latest report, "Measuring Online Advertising's Effectiveness" -- the choice of ad format further contributes to creating effective ads. There are several ways to judge the potential success of online advertising, including consumer attitudes toward the various formats. Interestingly, Internet users gave classic banner ads and the newer, but still simple, skyscraper ads the most positive ratings in a Dynamic Logic survey, with interstitials not far behind. Not surprisingly, they gave pop-up and pop-under ads the most negative feedback. However, user attitudes and advertising effectiveness do not necessarily go hand in hand, since by its very nature, advertising must be (in some way) intrusive to be effective. Research from Advertising.com, for example, shows that disliked pop-up ads garner more clicks and generate more conversions than standard-size banners.
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