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September 7, 2004
New Whitepaper on Banner Advertising
From a recent whitepaper by Bunnyfoot Universality:
Banner adverts are still the most popular advertising format, comprising over 40% of all online ad spend. This equates to £120m spent on banners alone in 2003. Banners have a broad definition as a graphical web advertising unit. Its typical measurements
A summary of the main findings:
• Users look directly at banners for nearly a quarter of their often within the first 5 seconds of their exposure to the page
• People are able to recall an advert they had seen without prompting
• Over a third can recognise an advert they have seen, a more valuable for credibility and brand building.
• A colourful presence made more of a lasting impression
• Dynamic adverts provided better recollection in Bunnyfoot testing.
• Location of advert on the page determined its level of success
• Users were mostly neutral in their attitudes towards banner
• Negative comments were few in number but were exhibited tried to encourage click-throughs via deceptive formats.
where is the white papaer? is it available? Would love to read it. thx -
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