Ad positioning counts: Study

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Web ads placed in the lower righthand corner of the screen, next to the scroll bar, generate 228% higher click-through than ads at the top of the page, according to a study conducted by University of Michigan business school students for Web company Athenia Associates. The study also found that ads placed one-third of the way down the page increased click-through 77% over ads at the top of the page, where ads are usually positioned. Andrew King, Webmaster with Athenia, attributed the higher click-throughs to the ads' positioning in the "click zone," where a user's mouse is naturally drawn. Information about the study is available at http://www.webreference.com/dev/banners.

Copyright April 1997, Crain Communications Inc.

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