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Join Our Research Team at DMA 2014
Sep 16, 2008
Article

Banner Ad Size and Click Rate: Bigger a Bit Better, But Itís Clicks that Count

SUMMARY: In Week 2 of our four-week focus on online advertising, we look at click rates for standard-size banner ads. Bigger ads do a bit better, but size has little impact on the click rate. Itís the clicks that count.
Banner Ad Average Click Rate by Size

(Arranged from largest to smallest ad size)
View Chart Online



Click here to see larger, printable version of this chart


When it comes to banner ads, asking about click rates actually misses the point. As this chart demonstrates, response rates for online ads are typically low, no matter what their size. Ironically, low clicks donít necessarily mean the ads arenít working.

Online ads are branding tools. Direct clicks are simply a happy byproduct. In the context of direct response, online ads appear to be, at best, moderately successful.

Given this moderate success, itís important to maximize response -- because ads that garner any clicks are likely doing a good job fulfilling their real purpose: strengthening brand and catching the eye.

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MarketingSherpaís 5th Annual Business Technology Marketing Benchmark Guide 2008Ė09:
http://www.sherpastore.com/btbmg09.html

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