Tribal Fusion, a leading online ad network, today announced the results of a December 2002 test that shows its leaderboards performed on average 50% better than traditional 468x60 banner ads.
Leaderboards are 728x90 horizontal ads that appear at the top of a Web page but are 2.3 times larger than a traditional banner ad. The test compared the performance of 728x90 leaderboards with the
smaller 468x60 banners, using the same basic creative content. Click-through rates for the 728x90 ads came in between 40% and 125% better than the 468x60s. For campaigns that tracked post-click
results, the larger creatives outperformed the banners by 30% to 50%.
