Re: ONLINE-ADS>>U of Michigan Banner ad click-through study

Stefanie Nelson (snelson_at_dsw.com)
Mon, 28 Apr 1997 10:15:29 -0600

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On Thu, 24 Apr, Steven Heath wrote:

>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,

I agree that the study could have been conducted better, but I also
have to agree with some of their findings. We have found similar
results on campaigns we have run in the last two years. Banners at the
VERY top and/or VERY bottom of the page tend to result in lower click
rates because the user rarely pays attention to them. Banners that are
within the content are more difficult to ignore and, as a result,
produce higher click rates.

Regarding the data from the top/bottom and then top only banners, I
agree with you 100%. However, we have found only a slight increase in
click rates on sites that position ad banners at top and bottom vs.
sites with banners at the top only. The best click rates come from the
sites that position the banner mid- or low- screen, first view.

Hope a more statistically relevant study is done to support these
findings.

Stefanie L. Nelson
Sr. Interactive Media Planner
Euro RSCG Dahlin Smith White Advertising
snelson_at_dsw.com

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