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BREAKING NEWS & VIEWS
Banner Ad Effectiveness: Strike Early, Visibly, and OftenTuesday, July 26, 2011 It is no secret why digital advertising demands so much lower a price than offline media buys. The basic banner format for most display advertising seems to be virtually invisible to Web surfers. But even within the limitless inventory and plummeting CPMs of online display advertising, there really are some basics of positioning on the page and in a user’s experience that improve performance substantially. In a new survey of 2 billion ad impressions served in the first quarter of 2011, ad network Casale Media finds that placement above the fold, the order an ad appears in a user session and the frequency of exposure all have marked effects on performance. Perhaps the most important single element in getting an ad noticed is its placement above the fold on a site. Ads placed in clear view without a scroll were seven times more effective in attracting a click than those found below the fold, and they were more than five times more effective in causing any other sort of user action than were those that required a scroll to see. Many other studies of user behavior on the Web suggest that most people spend most of their time at any site with the visible content initially served on any landing page. Also intriguing in the Casale study is the role of “view order” in effectiveness. That is, how does the order of appearance of an ad within a site session affect its impact on the viewer? The research finds that the first and second ads a user experiences in the online session (not just at a single site) are far and away the favored positions and get two to three times better responses than ads that appear even in the third to sixth position. In some ways, this mimics the conventions of print, in that ads occurring towards the front of an issue, are presumed to be more impactful. And repetition matters. In fact, a lot of repetition matters. Despite complaints about a dearth of frequency capping online, Casale’s survey shows that performance for an ad increases four to five times when the ad is seen five or more times by the viewer. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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