USAToday.com survey shows importance of location in online ads

- Even in cyberspace advertising location is everything, according to the results of a survey from USAToday.com.

- Even in cyberspace advertising location is everything, according to the results of a survey from USAToday.com.

The paper found that six out of ten readers responded favourably to the actual location of an eye-catching ad that appeared on the USAToday.com home page.

To test the effectiveness of the ad, USAToday.com asked readers at various times between March 15 and March 19. A total of 8,901 readers responded to the "Beyond the Banner" survey, answering such questions as "How does online advertising affect your experience on websites?" and " How does the location of advertising affect your experience?"

Sixty percent of respondents reacted favourably to the location of the ad, saying that it made the ad "more noticeable" (34%) or "more interesting and fun" (20%). Another 6% simply said they liked it " very much."

Readers appear to take online advertising in their stride, instinctively recognising it as a vital revenue source for free online publications such as USAToday.com. "You've got to pay the bills," wrote one reader.

Respondents also said they liked ads that don't clutter the page or significantly increase download times.

Lorraine Cichowski, senior vice president and publisher at USAToday.com, said: "The survey results confirm our belief that USAToday.com readers enjoy our innovative approaches to advertising. The internet's two-way capability makes it possible for us to engage in an ongoing dialogue with our readers in near real time.

USAToday.com was launch in 1995 and is located at www.usatoday.com.





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