The Best Performing Banner In A Poorly Performing Class

Todd Wasserman of Mashable reports that banner ads may be experiencing big growth this year, they’re not getting any more effective. Only one person in 1,000 actually clicks on banner ads, despite attempts to make them more inviting.

However, the Google report, which comes out this week, found that the format of a display ad can make a difference. A 250×250 pixel ad using Flash got the highest CTR of any format — 0.26%. The worst performers were vertical 120×240 banners with Flash and a full (468×60) banner with Flash, which both got rates of 0.05%.

The study also found that most banner ads (54%) served through DoubleClick used Flash, while 28% were image-based ads. Ads using Flash for auto advertiser had the best CTRs at 0.13%. Half-page ads also had the best CTRs overall at 0.18%.

Of course, a banner’s value or lack thereof, is not entirely click dependent. No one clicks outdoor boards either, but that doesn’t stop companies from plastering the highway with them.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.