CTR by position for content ads

Does position matter as much as for search ads?

[JonBoy]

I've been looking at the Atlas Rank report (www.atlasdmt.com/media/pdfs/insights/RankReport.pdf) which contains data on the CTR at different positions.

I was wondering if anyone had any data or obersvations on how position affected CTR for content ads.

I often see Adsense ads laid out horizontally in a row of 4, rather than vertically; in which case position 1 would be no better than any other in the top 4. And also as people read down pages more than search results, position might not matter so much.

Any insights?

[FromRocky]

The click potentials for Overture in the report can be used for the leaderboard ads while the AdWords' ranking is similar to the AdSense skyscrapers. So the ad position does matter although the ad positions are more important in the skyscrapers for the top four positions.