evolaris conducts market research on an on-line banner for the Kleine Zeitung
The advertising effect of on-line advertising media is usually measured via click rates and response figures. To obtain a fair comparison with other media, evolaris recorded and compared the cognitive and affective advertising effect dimensions of eight selected advertising formats during the course of this study for the Kleine Zeitung. An objective eye tracking test was used to measure attention and eye movement. The subsequent on-line survey yielded results about communication performance, activation, acceptance and likes of the various forms of advertising. An advertising guide provided an overview of the performance of the 8 advertising formats. The e-Junior page, in particular, turned out to be an all-rounder, with good attention-getting values and high acceptance levels.