Banner ad placement study

This study assessed the impact of banner ad location on click-through rates for webreference.com. The site caters to webmasters, providing information on the creation and maintenance of web sites. Most of the webreference's revenues come from the sale of advertisements (namely banner ads) on their content pages. Therefore, it is essential that the ads have a high click-through rate to stimulate future advertisement on the site. Several studies have been performed on other sites by independent agencies to determine the role that elements of the ad (animation, etc.) play in click-through rates. This study determines if location also plays an important factor in the click-through rates.