IAB study: Click-throughs not as effective as banners

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Click-throughs are not as effective as banner exposure in measuring Web ad campaigns, according to a survey released by the Internet Advertising Bureau.

Banner exposure was found to be responsible for 96% of ad awareness, while click-throughs to an advertiser's Web site contributed only a 4% increase in ad awareness, according to the survey conducted for the IAB by researcher MBinteractive.

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