LINDA CAROLL WROTE:
>Yes, banner positioning can make a huge difference!
>Studies by Graduate students at the School of Business
>Administration at the University of Michigan, in
>cooperation with Athenia Associates, found that banners
>placed in the lower right-hand corner of a website
>resulted in 228% more click-thrus than banners at the top
>of the page.
Quite true, and the reason is simple: in that position, many
users who miss the scroll bar with a hasty cursor move wind
up clicking on the banner instead.
Regarding banner positioning in mid text: golf.com used this
positioning for a couple of years and never once had a
complaint from a user. Advertisers, however, didn't like
the position because it didn't guarantee an impression,
either because the banner would often fall beneath the fold
(lower than the first screen) or a user would click to the
next page before it fully loaded.
MSNBC also used this position before they adopted their
current Roger Black design. On MSNBC it was always
positioned above the fold.
Patrick Murphy
New York City
murfnbish_at_aol.com
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Received on Fri May 14 1999 - 14:37:05 CDT
