The Clicks and Clunks of banner ads.

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Banner ads. Good luck trying to find a content site that doesn't have them. So why are you, a Web merchant, not utilizing them?

  • Heard conflicting reports on their effectiveness.
  • Don't know how to make a good one.
  • Don't know how to make one.

No worries, we'll get to the bottom of this issue and determine which banner ads click, and which banner ads clunk.

First, let's explain how we calculate banner-ad effectiveness. Banner ads are measured on two levels: impressions and click-throughs. The number of impressions is the number of times your ad has been viewed. This doesn't necessarily mean the number of people who viewed your banner. For example, 20,000 banner impressions is not synonymous with 20,000 people seeing your ad. It could be that one person viewed it 20,000 times. It's unlikely, but it plays to the fact that impressions do not translate into unique viewers.

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