- In a nine-week trial campaign, LG ran bottom-of-the-page ads and received a 2.1% click-through rate.
- The click-through rate, three times the industry average, was a result of trying out GumGum's In-Screen Ads unit.
- The ads were targeted and ran on popular blogs like The Daily Beast, Pretty Prudent, Gadget Review and Happy Housewife.
Top-of-the-page banner display ads have historically performed poorly, so it's intriguing that just changing the position of the display ad on the page would make such a difference. It could be a case of novelty, or perhaps consumers are more open to seeing a targeted ad after they have finished reading. If this trial wasn't a fluke, we will certainly see more brands running bottom-of-the-page display ads.