Just say no. Users hate them, and they are fast
becoming a dying breed.
Ads on the top of the page get seen more, but result in fewer clicks. Ads on the
bottom of the page are ignored. Ads on the bottom right also see little action.
Size does matter. In general, the bigger the ad, the better the traffic. Small ???button???
graphics (120560 is common) are virtually ignored.
Ads that are contextual to the main copy do well. One eye-tracking study showed
that ads sized 3005250 pixels that were embedded into the copy saw better results
than ads outside the primary column of text.11
Scheduling. This is another area most publishers are more than willing to work around.
Typically, ads are sold two ways: by CPM or by time. CPM (cost per thousand) refers to the
number of times a banner actually appears on a web page, and is sold in units of 1,000
impressions. Smaller sites might charge $10 per unit; larger sites $100 or more per unit.
Often, the space is sold in packages of 100,000 impressions. Other sites will simply charge
a flat fee by time. The minimum is typically 30 days, but discounts are sometimes available
up to a year.
When working with publishers, be conscious of the rotation schedule.
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