Leaderboards Beat Banners by 50%

  • February 18, 2003
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%.
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