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Banner vs Leaderboard CPM

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

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

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

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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).

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

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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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