ONLINE-ADS>> banner ad click-through study

Bob Peyser (bobp_at_webreference.com)
Wed, 23 Apr 1997 18:22:53 -0400 (EDT)

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I have been reading and enjoying this list for a few weeks now
and want to thank everyone who has made it such a valuable aid.

We just got the results of a study that some graduate students
at the University of Michigan did for us about banner advertising.
I thought some of the readers of this list might find the results
of interest. Here is a quote from our press release about the study.

In the last two years the 468 pixels wide by 60 pixels tall
banner ad placed at the top of a web page has become an
Internet standard. But in a study published today on
webreference.com students of Professor Sunil Gupta's class,
Marketing in Online Environments at the University of Michigan,
gave compelling evidence to challenge that convention.

The researchers found that ads next to the right scroll bar (in
the lower right hand corner of the first screen) outperformed
top of the page ads by 228%.

http://www.webreference.com/dev/banners/

Other findings by the group further confirm the notion that
top of page placement is no longer best, if it ever was. A
standard 468 by 60 pixel banner one third down the page got
77% more click-throughs than the standard top of page placement.

We plan to do follow up studies and I will keep you posted if there
appears to be an interest in this work.

-------------------------------------------------------------------
Bob Peyser bobp_at_webreference.com
Athenia Associates voice: 313-971-7906
2669 Page Ave fax: 313-971-7727
Ann Arbor, MI 48104

Our Web Sites:
www.webreference.com -on PC Magazine's Top 100 Web Sites List
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