Post-impressions: internet advertising without click-through.

This research compared the factors affecting the click-through and post impression rates of internet banner advertising. The data analysed included over 7 million impressions, with 739 placements, and covered 12 different campaigns. Post-impressions were correlated with click-throughs; the average click-through was 0.44% which compared to 0.13% for post-impressions. We found that targeting had a strong positive effect on both click-through and post impression rates, increased size had a small effect, but promotions and pricing had a negative effect.