banner vs leaderboard

[webnoob]

one of my pages had a 768x90 leaderboard, i decided to replace it with something smaller so i changed it to a 468 banner. next day my cpm is 60% lower.

just a coincidence? it's only been a day but i never seen my cpm drop by that much from one day to the other and the drop is quite visible for that particular channel.

i would of thought the banner would probably yeild a higher cpm (less ad units).

i'll give it another day before switching back to the leaderboard..

didn't think bigger ads were always better..

[mzanzig]

Standard banners (468x60) have indeed a lower CTR, probably due to the banner blindness for this particular format which has been around much longer than other formats, e.g. the leaderboard (728x90). If possible in your layout, I recommed to go for leaderboard or other formats (like the 160x600). Another reason may be the fact that the standard banner carries less ads and thus less options for visitors (2 vs. 4). I think that choice is also quite important for visitors.

[webnoob]

actually, i was referring to cpm not ctr ;)

i am getting about the same ctr, if not better with the banner,. just much lower cpm on the banner than the leaderboard was getting.