Case Study on User-Participatory Internet Advertising -Focused on the Game-Like Internet Banner Advertising

사용자 참여적 인터넷 광고의 사례연구 -게임성향 배너광고를 중심으로

  • 서미라 (동명대학교 디지털엔터테인먼트학부 게임공학과)
  • Received : 2012.10.27
  • Accepted : 2012.11.20
  • Published : 2012.11.30


As games have been used throughout the advertisement design in diverse ways, the paradigm of the internet advertising has also been changed. At the same time, there has been a growing tendency among companies to maximize the purpose of advertising by using game-like internet banner advertising, which provides internet-users with the information of the advertisements by exposing specific information, brands, characters, or image. In spite of the quantitative expansion of the game-like internet banner ads, according to a survey with regard to their click-through rate(CTR), the result indicates the CTR is less than 0.5%. Therefore, this study aims to examine what types of displaying elements of the game-like banner ads gaining in popularity can leave the users with a strong impression, and also to explore what types of displaying elements need to be highlighted for the users' active and aggressive access to internet banner advertisements. Currently advertised game-like banner ads on the internet web sites in different fields are selected. Then, they are analyzed by using seven categories. The findings are expected to lay out systematic and practical guidelines for the future production of game-like banner ads.