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It isn't the size of the banner it is how it is place on the page and how it blends into the content. "ads that are integrated into the content of the page, such as half banners and rectangles, are the most effective in driving online ad awareness and purchase intent."
Look at how google has the top 3 paid results on top of the natural search in a very slight off color. That's a perfect example of blending advertising into content.
Do we really need research to tell us this? All of us are trained to ignore advertising we see so much of it.
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