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Banner vs Leaderboard CPM
yoyo8




msg:3126566
 5:15 am on Oct 19, 2006 (gmt 0)

Let's say the same CPM ad (1 advertiser) is displaying in a banner and leaderboard format. Does the leaderboard pay more, or the same, ie does/can the advertiser specify their bid depending on the format? The text is much larger in the leaderboard format so I would imagine they pay more? Thanks for any insight on this.

 

Thaparian




msg:3126574
 5:30 am on Oct 19, 2006 (gmt 0)

I think one should concentrate on getting more CTR than thinking about leaderboards and banners, after all impression based ads pay like 50 cents per 1000 impressions, thats very less.

Lexur




msg:3126594
 6:11 am on Oct 19, 2006 (gmt 0)

Someone from an advertising company just told me "Banner is dead. We only buy 728x90 in the site header".

From my own experience, 468x60 banners have a 40% less clicks in the same campaign with the same designs and a wide range of users (some hundred of thousands).

leolapinos




msg:3126986
 2:07 pm on Oct 19, 2006 (gmt 0)

it all depends on where you put these ad formats really. But checking the results I had:
- just below the menu, i'd go for a leaderboard
- in a forum i'd go either for a banner or a 250*250 just below the first post in a thread.
- in single text entries I'd go for a 250*250 above the text field.
- etc et cetc etc.

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