The case of the blank banner

AdAge recently ran an article on a fascinating experiment with banner ads.

Any discussions on banner ads seem to get clouded by questionable data or entrenched beliefs.

Well, it’s quite clear anyway that they’re pretty damn far from perfect.

Whichever report you believe, if you can get anything more than 1 in a thousand people to click on it, you’re either very lucky or very smart.

Why do they perform so dismally? Probably because there are too many of them popping up in your face, and most of them are uglier than an ostrich.

But anyway, the experiment.

It basically ran a blank banner ad in different sizes across some sites, and the response it got was a bit of a surprise.

Have a look. It may not be the most valid of experiments, but it sure is interesting.

(Spoiler: It did better than Facebook ads*)

*Yes, Facebook has banner ads. Look carefully.

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