Ad Survey: Location, Location, Location

Even in cyberspace, location is everything. According to survey results
released by USATODAY.com, six out of 10 readers
responded favorably to the actual location of an eye-catching and innovative
ad that appeared on the news site’s homepage.

That may not sound startling, but print newspapers traditionally carry no
advertising on their front pages.

To test the effectiveness of the ad, USATODAY.com said it surveyed readers at
various times between March 15 and March 19. A total of 8,901 readers
responded, answering such questions as “How does online advertising affect
your experience on Web sites?” and “How does the location of advertising
affect your experience?”

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

Readers appear to take online advertising in stride, instinctively
recognizing it as a vital revenue source for free online publications,
USATODAY.com said. “You gotta pay the bills,” wrote one reader. They also
said they prefer ads that don’t clutter the page or significantly increase
download times.

Readers were also encouraged to submit additional comments about the site and
its use of advertising. The publication said it will use insights gained in
the poll to shape the content and function of its free Web site.