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.
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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