The Exposure Effect of Static Banner Advertising on Purpose-oriented Users

The investment of advertising companies in online advertising is increasing day by day. The purpose is to hope that their advertising will get the attention and preference of consumers. However, some purpose oriented users will focus on finding information and ignore web ads. Will web ads work for these users? Based on this background, this paper studies the influence of the position and color of static banner advertising on the purpose oriented users. This can not only enable advertisers to understand whether their advertisements play a role, but also enable them to understand how to place and design advertisements to get better results.