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bpasc95
Joined: Dec 15, 2003
# Posts: 11
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Posted: 2003-Dec-16 05:14
When delivering ads based on content, I have seen mutliple formats ranging from the banner to the leaderboard. Of all the formats, standard and non-standard, which ones have seen the best results?
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Silv
Joined: Aug 10, 1999
# Posts: 1668
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Posted: 2003-Dec-17 18:05
That's a good question. Most of the comments I've seen have reported much better results from the skyscrapers and leaderboards. Some have also commented that the 300x250 boxes work well when utilized inside the content structure.
I've been doing some tests with the leaderboards vs. banners and have found the results to be amazingly different. With the standard banners, I had around a .4% CTR - quite low for contextual ads. With the leaderboards, so far it is averaging around 1.5%. It's only been about 4 days since I made the swtich, and only about 90% of the inventory is using the leaderboards.
There are other factors that have a major effect on performance as well, however.
Positioning can be everything with these; the 468x60's may perform much better if not merely pasted at the top or bottom of a page like a "banner"; working these into content in a clever manner might be worthwhile. It was mentioned by speakers at SES that some publishers have had great success with AdSense ads placed at the *bottom* of article/content pages... This makes sense, but does go contrary to what's commonly done with ads.
Additionally, I'd love to see tests/data on ad color schemes (complementary colors vs. blending colors vs. standing out).
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