Influence of different types of advertising on the advertising conversion rate in college students

Abstract

The conversion rate is important measurable data as a metric of the effectiveness of advertising. The higher the conversion rate is, the more people who saw the advertising would take action. Many factors could affect the advertising conversion rate. In this paper, we aimed to find whether the format (video and poster) of advertising presentations impacts the advertising conversion rates among college students. The researcher designed an online survey that was distributed to college students, and respondents were asked to evaluate eight products’ ads with both video and poster types. In addition we investigated five potential factors, including the level of impact social media has on advertising, gender, preferences of activities, time spent on different advertising channels, and time from viewing the ads before buying products, that would influence people’s conversion rates. The results suggested that the conversion rates between video and poster are different ( p<0.05). However, all five elements had no correlations with the conversion rate.