Banner Ad Placement Study | WebReference

Banner Ad Placement Study

Banner Ad Placement Study

This study tested the ad effectiveness, measured by clickthrough, of different locations on web pages. By moving the same ads to different locations within specific pages, we were able to determine which placement worked best. This study was co-sponsored by the University of Michigan Marketing department, and was conducted for Prof. Sunil Gupta's "Marketing on the Internet" class. The study ran on webreference.com from March - April, 1997.

The studies:

Top/bottom
Previous studies have shown a 21% increase in clickthrough when the same banner ad is shown at both the top and the bottom of a page.
HOAK003
www.webreference.com/html3andns@Top 
2352 imp 11 clicks
HOAK004
www.webreference.com/html3andns@Bottom
2474 imp 10 clicks
ssm.jen1  357 11 dev/evolution@Top
ssm.jen2 280  9 dev/evolution@bottom
Top / 1/3 down
Lowering a full sized 468 x 60 banner ad to the "click zone."
1/3 study
04-02-97 - 04-08-97
PDAK001
/services/search.cgi (top)
photodisc
1423 impressions 32 clickthroughs (completed) 2.2%
PDAK003 
/services/search.cgi (1/3 down)
photodisc
2027 impressions  79 clickthoughs (done)  3.9%
WRAA001
krunch your pixels
www.webreference.com/index2.html (1/3 down)
1593 imp 23 clicks (completed)  1.4
WRAK002 4-8-97 4-14-97
krunch
www.webreference.com/index2.html (top)
1683 imp 19 cks (live)  1.1
Top / side
Studied the effect of moving a full sized banner from the top of the page to the side, and using a 125 x 125 square pixel ad. (in the lower right-hand corner of a 14" screen).
4-5-97 - 4-9-97  then 4-10-4-14-97 flip on same pg (done)
star wars ad - /javascript/ top
6972 imp 101 clicks  1.4%
HAAK003 jtotw side
6025 imp  203 clicks   3.4%
star wars ad 125 -/javascript/tip_week_past.html side
HAAK004 jtwp top
4895   35     .7
HAAK002 jtwp side
5830  104    1.8%
4-7-97 - 4-10-97 (+ 4-11-4-14-97)
digfrontiers - DFAK001, top, of dev/graphics
321 9   2.8%
digfrontiers - DFAK002  side of dev/gifanim
400 69  17.25%
(+ 4-11-4-14-97)
digfrontiers - DFAK003, side, of dev/graphics
299 40  13.4%
digfrontiers - DFAK004  top of dev/gifanim
366 19   5.2%

Results: The results surprised us. Most advertisers ask for top of page placement, but our top/side study showed that clickthrough were 2.5 times higher for ads nearly 1/2 as small on the right-hand lower right corner of the first screen (for 14" monitors). The 1/3 down study had mixed results, but I supect that with more study we'd find that ads 1/3 down the page are actually clicked on more than ads st the top. The top / bottom study...