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

david hyman (davidh_at_addict.com)
Mon, 21 Jul 1997 15:54:34 -0500 (CDT)

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Stefanie L. Nelson wrote:

> 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.

I'd have to agree. It's almost as if the IAB becomes a double edged sword
in that standard sizes are important but, then again, newer sizes will most
likely get higher click-through rates because of their lack of
conventionality.

The other problem is that publishers spend a very long time designing an
interface with a specific banner size in mind. For me to go back to the
interface designers and tell them I need new banner sizes is not a easy
endeavor.

I'm most interested in getting 120 x 90 size banners in the lower right
corners. recent studies say this works best. viewers initially come to
our site for our content, not an advertisers. If they see a banner at the
top, they will most likely scroll past it to read the content they came
for. also, the lower right is close to where the mouse scrolls, which
supposedly lends to a higher click-through.

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