What are the campaign formats that generate more conversion in e-commerce?

: the impact of promotion seals in banner advertising effectiveness

Abstract

The technology and strategies employed in banner advertising have evolved over time. Still, the underlying objective has remained the same: to attract viewers' attention and persuade them to click through to the advertiser's website. However, as banner advertisements have gotten more common, people have become desensitised to them, resulting in a decline in click-through rates (CTR) and diminished efficacy. To fight this trend, advertisers have devised various techniques to make banner advertisements more efficient and successful. Many studies have been undertaken on various tactics for enhancing the efficacy of banner advertising, including the effect of factors such as location, size, colour, animation, and content. Comparatively little research has been conducted on the effect of price promotion and discount techniques on banner advertising performance, especially on a non-specialized online shopping mall website context. This dissertation was carried under the form of a curricular internship at Mercadão, an e-marketplace owned by Fonte Online. Therefore, this research had the particular objective of measuring the impact of promotional seals on banner advertising strategy through digital performance metrics such as click-through rate. To accomplish this goal, a quasi-experimental quantitative research methodology was adopted, and data was collected through the Google Analytics platform. A binary logistic regression was conducted to determine the effect of the presence of a promotional seal on CTR. The findings revealed that the presence of a promotional seal had a significant impact on CTR, indicating that it can be used as an effective strategy to increase user engagement with online ads.

Date of Award	4 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor)