Hi all, Is this true banners and leadearboards having higher eCPM than other sizes? I Am using 120x240 vertical size and I noticed that its ecpm is some what lower than the half banner size. FYI: Iam NOT running 2 sizes at the same time.
There's was a rule in advertising back in the 80's, long forgotton now... The more distracting an advertisement is, the more likely it is to be talked about, but the less likely it will actually garner you any sales. Large annoying advertisements can often alienate more customers than they attract... ESPECIALLY if they get between the user and the content they actually came to the site to see. The situation is excasterbated by webmasters who get revenue below what they expect with one oversized advert, so they add more and more. If someone isn't clicking on one adbox, they sure as shine aren't going to click on three of them. Not that I see advertisements when surfing anymore - blessed be Opera, it's block content function, custom adblocking user.css, a lockout hosts file, etc, etc. I trust the sleazeball shits behind most advertising about as far as I could throw "Mabel/Viscera/Big Daddy V"... so I'd not trust their crap on my websites or even on my machine. But then, I do corporate websites for companies that are using the site to advertise their product - advertising other people's products in those cases does NOT make a whole lot of sense.... I do NOT do the crap no content advertising linkwhore pages that so propagate the get rich quick rubbish that permeates almost every discussion under the "search engines" and "marketing" subsections of this site. I swear, some of the crap you see in these parts is one step away from the classic pyramid scheme scams.
On the whole I will make the sweeping statement that Rectangles perform better, the bigger the better, but they are harder to place. The 160x600 skyscraper and the 728x90 leaderboard are the next best depending who you ask. 468x60 is the worst on almost any study your read... That said, a well designed and placed 468x60 still stands a chance of beating out a poorly designed and placed large rectangle.
I will combine these two thoughts into one and have shown similar results. At first it might appear that "sneaking" a 468x60 ad in within the content would be better, but I can attest to that not being true. Kind of what deathshadow was getting to, I believe that the leaderboard type does better not because they are larger, but that there size requires it to stand off of the content and not within in it. Therefore, the content is unblemished and the ads are there as a complimentary "if you need additional info" type of concept. To add one thought onto that, my less developed sites have a much better clickthrough rate. Lower traffic, but a much higher clickthrough percentage...why? i assume it is because they haven't quite yet gotten what they came for. SO, the sites that have a high clickthrough also have a high "unique visitor" count whereas the lower clickthrough has more repeat visitors. You have to decide where you want to get revenue and act accordingly. Some sites I have geared towards adsense, others toward products, so on some I want higher clickthrough whereas others i want the repeat visitor trust. Don't you love this game?