Re: The new IAB Standards
> i still think there's still a lot of room for growth for 468x60's. yes,
> because good executions with strong messages and killer creative can still
> see CTR of over 2-4% with a simple animated gif. it's not the norm, but it
> can be done. we've done it...
I certainly agree with that - and bad ads will do bad no matter how fresh
they are or what size they are.
We have one of our advertisers for whom we've been running the same banner
for a year or so, and it consistently gets over 2% ctr. We have another
advertiser who decided they were tired of a banner that was doing reasonably
well for them, so they changed it, and the ctr plummetted. We put the old
ugly banner back, and the ctr went right back to what it had been to begin
with.
With still another there was a really low ctr - under .3%. Changed the
banner and it's up to almost .8% over a period of time.....
So, the answer isn't necessarily in the size of the banner. Maybe larger
format ads will get better than 2% CTR if they are a good match for a site.
But I could bet there will be some that size just won't matter. A bad ad, or
an ad on the wrong site, isn't going to pull no matter how big it is.
A related issue that I haven't seen addressed: making changes to
accommodate some of the larger banners will be a major hassle for relatively
small sites that aren't completely database-driven.
--Janet Attard (attard_at_businessknowhow.com)
Business Know-How(r) - small business, career and self-employment resources
http://www.businessknowhow.com
Looking for business leads? Find them in the American Business Listings CD
http://www.businessknowhow.com/store/salesleads.htm
Received on Wed Dec 18 2002 - 16:12:30 CST
