How to optimize your banner ad performance while complying with ...

Methods to Capture Attention - Exercise
On the Boston.com homepage there are at least 9 tactics:
1. Takeover strategy (1, 2, 3, 5) - JetBlue with 4 ads running across the page and in the largest
formats dominate the real estate.
2. Blend in (4) - Monster.com ad resembles rest of the content on the page. It can decrease the
chance of banner blindness, but content needs to be very relevant to be effective.
3. Sponsorship (6) - Herb Chambers.com joint venture with Boston Globe to deliver specific
content sections like video in this case.
4. Typical ads (9, 8) – (189 x 35 px)
Sponsored by:
1
2
9
8 6
5
4
3