Google
 

NONE: Re: ONLINE-ADS>> banner ad click-through study

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

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

> (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.
http://tudogs.com


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Houston Web Design

Add your company...

Local SEO with Video
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.