Effects of ad types, positions, animation lengths, and exposure times on the click-through rate of animated online advertisings

In this study, we focus on the click-through rate for the advertising effectiveness to examine the effects of design factors on animated online advertisings. A factorial experiment with repeated measuring was designed to collect a set of serially correlated click-through data. Ad types, positions, animation lengths, and exposure times were considered as the independent factors in this study. The generalized estimating equations (GEE) approach is introduced to the logistic regression models with correlated binary data. A goodness-of-fit statistic, quasi-likelihood information criterion (QIC) for data correlated models will be used for evaluating GEE-constructed models. The results showed a logistic regression model with order effect, two-factor interaction effect of ad types and ad positions, as well as ad positions and animation lengths are statistically significant. In addition, the GEE model with AR(1) correlation structures was well verified by the data.