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High CTR Banner? Make it Blank.
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High CTR Banner? Make it Blank.

by Pace Lattin2012-07-30

Not sure if you heard the news, but a blank banner seems to perform better than most real banners. Seriously: A banner with nothing whatsoever on it, seems to actually do better than pretty much any banner whatsoever.  According to ARF, the weird name for the Advertising Research Foundation, in a very non-official study conducted by them, people actually click a lot on banners: more than normal for most brand campaigns.

 The average click-through rate across half a million ads served was 0.08%, which would be good for a brand campaign, and so-so for a direct response campaign. We detected no click fraud in the data we counted. Half the clickers told us they were curious, the other half admitted to a mistaken click. To obtain further insights, we tracked hovers, interactions, “mouse downs,” heat maps—everything. (Heat maps detect click fraud because bots tend to click on the same spot every time.)

What does this mean for the online advertising industry? Well, it means that most people probably don’t mean to necessarily click on banners, some people just click because they are curious and well, despite all the technology out there to monetize banners, most of the placements still suck. Remember, people in general do not click on banners. If you didn’t also remember, according to ComScore as much as 30% of all banners are also complete crap and aren’t seen.

 

About The Author
Pace Lattin
Pace Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.
3 Comments
  • 2012-08-01 at 08:19

    You are absolutely right about the fact that people usually don’t click on banners, and it should be taken into account

  • Reuben
    2012-08-01 at 23:15

    Did they happen to measure conversion rates in their study? Personally that is the most important stat I look at. Then I work backwards from there.

    Bots are everywhere and you can’t trust traffic from any source these days. So, Unless that bot has a credit card and wasn’t taught how to do a refund or a chargeback then I have no interest in ctr anymore.

  • Derick
    2012-08-03 at 09:54

    Thats true,I usually dont click on banner Ads,but I am always attracted by interactive buttons.

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