The digital equivalent of the billboard: online banner.
There are several variants of web advertisements to address the target audience properly. Animated, static, between content or at the sidebar: Designed to draw the viewers‘ attention and inform about new products and services. The message should be as clear and comprehensible as possible and should not contain too much text. In this way the advertising message can be better remembered.
With classic methods of display and analytics there are only statistics about direct clicks and a rough estimation of the visibility. No information about real perception and emotion.
But especially for the concept and creation of campaigns it’s important to consider those effects to avoid performance losses and to achieve an optimal online ad impact.