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Article: CHECKLIST: BANNER AD COMPONENTS.
- Article from:
- Soft-Letter
- Article date:
- June 15, 2001
CopyrightCOPYRIGHT 2001 Aegis Resources, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Like most forms of Web marketing, banner ads have lost much of their novelty value. But good banner ads still produce healthy clickthrough rates and even sales--and more than ever, the ad measurement experts know what makes an ad "good."
Probably the best research on this topic is a white paper called "The Five Golden Rules of Online Branding," whose three authors analyzed more than 600 banner ads across 11 industries to find common components that make some ads rise above the noise level. High-impact ads, they conclude, usually score well in five key areas:
* Absence of clutter: Banner advertisers typically have to get their message across in a fraction ...