This original research study, based on an analysis of nearly two billion ad impressions delivered in the first quarter of 2011, quantifies the effects of page positioning, view order and frequency of exposure on the response efficiency of display media. Key findings of the study include:

• Above-the-fold is a lot more effective: Ads displayed within the first screen of a user's browser window were almost seven times more effective at generating a click-thru than ads delivered below-the-fold.
  
• Banner blindness occurs fast: Users are three to four times more likely to act on an ad if it is the first or second one they see during their session. Ad effectiveness plummets as the user progresses through their online viewing.
  
• Repetition works...to an extent: Ads shown five times or more to a user were 12-14 times more effective than ads shown less than five times. However, marketers need to apply frequency capping to prevent oversaturation.