Top vs. bottom banner ads?

CottonwdSW_at_aol.com
Fri, 16 Aug 1996 08:56:44 -0400

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Has anyone done or found a study on the effectiveness of
web banners, specifically comparing top-of-the-page with
bottom-of-the-page banner spots?

After thinking about it, I'm of the opinion that bottom ads
might actually pull _more_. Think about how you view
a web page -- you will probably scroll down before a
top banner ever finishes loading (especially if you think
it's just and ad banner), but by the time you get to the
bottom, a banner there is already loaded and you'll see it.

Also, when you're at the bottom, you're more likely to be
ready to jump off to somewhere else than when you're
at the top, and you might completely forget about the top
banner by the time you're done with the page.

Of course this assumes that the page is interesting
enough to stay on until you get to the bottom
(and that it lends itself to/encourages scrolling down),
but if it doesn't, then people still may not stick around
long enough to make even a top banner effective.

I'm asking this mainly because I'm considering both
top and bottom banner positions for 'rent' on my pages,
and I want to know if I should charge more, less, or the
same for top vs. bottom spots (and of course I'll need
some good information to support any of these).

Thanks,
Stan

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