A yet to be published new study has confirmed that even this incidental exposure to advertising may have a positive effect on consumer attitudes. The study would be published by Journal of Consumer Research.

The study has revised repeated views of web-based banner ads.

The study says

“Regardless of measured click-through rates, banner ads may still create a favorable attitude toward the ad due to repeated exposure.”

The repeated content leads to familiarity which is a good thing in  business.

What does this mean

It means we can not just abandon banners by saying that they do not work.  Instead banners should be strategically used t build the familiarity about your business, a kind of subtle brnd building.

So if you had been thinking of taking of your banner campaigns, think again about the long term benefit

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