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Web ad measurement service, NetRatings www.netratings.com reported a precipitous decline in click-through rates this summer (click-through is the percentage of viewers of an ad banner that click on it). Part of the 60% decline is the summer slow-down in commerce, but it’s also a likely indicator that Web users are tuning out banner ads.
| Month | Click Through |
| May 98 | 1.5% |
| June 98 | 1.1% |
| July 98 | 0.9% |
NetRatings also offered advice on what is working, and more interesting, what is not.
| Working | Not Working |
| win something | animation |
| do something | humor |
| get something free | colorful graphics |
Text-based advertising links are gaining popularity as the banner loses its power. ZD Net www.zdnet.com includes a “sponsored links” section with three offers including one for First USA’s credit card. First USA also had a banner running on top of the page (8/20/98).
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