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

Ivan Weltman (egben_at_dockside.co.za)
Fri, 25 Apr 1997 03:10:14 +2000

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> (snip) ...
> 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%. ... (snip)

Hurray - valuable research. Are there any researchers prepared to
replicate the study?

Cause and effect, however, may not be quite what the researchers
think. The hypothesis tested was:

"Ads next to the scroll bar will generate a higher click-through
rate. Users are more likely to click next to the scroll bar because
their pointer is already on the scroll bar, therefore it is
convenient to click on the ad."

There is, however, another reason. We read left to right, top to
bottom. If the eye is caught by a strong visual, the material to the
right and below that visual has a higher attention value than
material to the left and above. Thus Art Directors place Logos at
bottom right of a print ad, rarely at left or on top!

It would be interesting to use an eye camera to track eye movement on
the opening screen of web pages.

Ivan Weltman

TUDOGS: The Ultimate Directory Of Gratis Software.
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