Banner ads 'more effective' than old media marketing

NEWS Banner advertising on the Web is more effective at driving ecommerce than magazine or TV advertising, according to the latest study out today from Andersen Consulting. A study of 1,500 Internet users in the US found that 25 per cent would shop online as a result of banner ads in comparison with 14 per cent for magazine or newspaper advertisements and 11 per cent for television. These findings go against popular belief that banner ads are ineffective. The survey also found that less than half of experienced Web surfers cited cost savings as their primary reason for buying products over the Internet. Instead, many claimed convenience and time-savings play a major part.