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"Everyone looks at click-through rates for banners getting down to one-quarter percent," he said, referring to the rate at which users click on banner ads.
Studios spend a lot on banner ads, ever flashing and changing.
Spending on banner ads declined 2.3 percent in 2009, to $4.76 billion, according to the research firm eMarketer.
In tests, YouTube users had clicked on overlays five to 10 times more frequently than on banner ads that already appear on some YouTube pages, Ms. Naughton said.
In a variation on banner ads, some companies have found ways to get users to accept superimposed ads on the pages they are viewing.
Though fewer and fewer people "click through" on banner advertisements, about 10percentt respond to e-mail, according to Forrester, and a quarter of those buy something.
Similar(11)
Such words could be put on banners.
"Peaceful" is what Mr. Sanhouri wrote on one banner, Mr. Bereir said.
LeanMarket guides ad buyers on banner-ad exchanges.
(AP) NEW JERSEY ATLANTIC CITY: BANNER-TOWING PLANES -- The federal government may again consider requiring safety guards on banner-towing planes, said Robert Gretz, an investigator for the National Transportation Safety Board.
"I see the hammer and sickle out there on banners.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com