Why banners at the top of the webpage have the Higest Click through.

It should be noted that your banner is much more effective at the top of a page than at the
bottom. This difference in click-throughs can be as high as 100% between the two locations.

The are a few reasons for this.

The most important two being

many times the banner at the top of the page is the first and only thing a visitor sees if a site is loading and the rest of the graphics take a long time to load (this brings a lot of attention to your banner); and the visitor is more likely to pay attention to graphics and

text at the top of a page (to see what the page is about and how to navigate your site) compared to when they are closer to the bottom of the page and are just “scanning” after absorbing what was at the beginning.

Make sure when you are setting up your advertising to ask the webmaster where the banner is being displayed. If you can’t get the position near the top of the page, think about advertising with someone else.