Online ad placement critical to effectiveness

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New York—The effectiveness of banner ads on website pages is dependent on how high on the page they appear as well as how frequently a viewer sees them, according to a study from online media company Casale Media. Casale's study, “The Link Between Ad Placement & Performance,” reports that ads that appear in the viewer's first browser screen (i.e., “above the fold”) are almost seven times more effective at generating click-throughs than ads appearing farther down the screen. In addition, ads shown five times or more are 12 to 14 times more effective than ads shown less frequently, although marketers should be careful of oversaturation, according to the company. Casale's study was based on an analysis of almost 2 billion ad impressions over its MediaNet ad network in the first quarter of this year.
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