Ad Visibility & Placement
AdJab points to some in-depth articles at AME Info based on the recent EyeTrack studies:
* Beyond the Click: Which online ads are the most effective? (Part 1)
* Beyond the Click: Which online ads are the most effective? (Part 2)
Here’s a brief summary of some of the findings, but go and read the full articles for a fuller insight and more conclusions:
* Of the 4 placements used (top & bottom of page, left & right columns), the left hand column rated the highest for visibility. Probably not that surprising given that is the way most of use read - left to right.
* Borders and breaks between ads and content do not help ad visibility - this I find very interesting, as I’m constantly toying with whether I should break up the ads from the content or not.
* Blending ads into the page gives them more views - contrary to what most of us would think would be the case, but as the article states, many web users have probably now developed “banner blindness”.
* Similarly, animated graphical ads showed no better performance than static ads - again down to web users being de-sensitized to flashy animations?
* Small pop-ups are viewed quickly then closed - typically after just 3 seconds. Hopefully another signal of the death of the dreaded things.
It’s difficult to draw any definite conclusions from this study, but it certainly provides food for thought. Combined with the Google Optimization Tips, it can help you try out a few different variations of where and how to display your ads.
This entry was posted on Wednesday, June 15th, 2005 at 5:28 pm and is filed under Web, AdSense. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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