Re: ONLINE-ADS>> banner ad click-through study

Steven Heath (Steven_Heath_at_grey.net)
Thu, 24 Apr 1997 10:53:34 -0700

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> 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.

[rest deleted]

I took a quick look and I have concerns with at least one of the findings:

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

I am no expert in research however, even I can tell that using two
different ad "runs" and then having one not be used due to problems means
that any data collected is meaningless. I could say the shopsite data is flawed
because if the ad was run on the site the week before it went top and
botton than that would naturally lower the click thru rate on the same ad
being run the next week.

As I said I only took a quick look but the sample seems far to small for
any results to have merit. Esp. as the data from the top/bottom and
then only top can not be used.

Am I off base? Comments welcome :-)

Steven Heath
General Manager - West
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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