The Effect of Repeated and Spaced Exposures of Internet Display Advertising

Abstract

The present research examines the effects of repeat exposures and the amount of time elapsed between exposures to Internet banner ads on message recall based on the field data from seven actual Internet ad campaigns run in seven European countries. Our findings indicate that message recall rate to repeated and spaced banner ad exposures follows an inverted-U shape and increasing the time interval between exposures reduces the number of repetitions required to reach the maximum level of message recall.