Re: ONLINE-ADS>> Banner size and click-through rates

Stefanie Nelson (snelson_at_dsw.com)
Thu, 17 Jul 1997 11:06:36 -0600

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On 7/16, Randall Farmer brought up a great question:

>I ALREADY know that many banner characteristics other than size
>affect click-through rate. What am asking is, how would SIMILAR
>BANNERS of DIFFERENT SIZES compare?

In our last 2 years of banner ad experience, we've found that, in
general, larger banners produce better click rates. HOWEVER, within
the last year or so, we've noticed that odd-sized banners or
non-468x60 tend to do better as long as they are at least 30,000 to
40,000 pixels in area. Site visitors are figuring out that those
468x60s are sales pitches and are learning to ignore them completely,
regardless of how relevant the ad message may be to them. I know this
has been brought up before in response to the IAB standard banner
sizes. However, since standards are important in increasing
efficiencies, perhaps sites should be utilizing the other banner sizes
(225x225 is a good one).

Thoughts?

Stefanie L. Nelson
Euro RSCG Dahlin Smith White
snelson_at_dsw.com

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• Maybe in reply to: Randall Farmer [Team 13429]: "ONLINE-ADS>> Banner size and click-through rates"
• Next in thread: david hyman: "Re: ONLINE-ADS>> Banner size and click-through rates"

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