LARGER ADS DRAW MORE CLICKS

By: Sarah J. Heim

Snowball.com Releases Figures On New Ad Units


(Adweek IQ) Despite the excitement about new, larger and more
interactive online ads, the industry has yet to hear a deluge of
success stories directly resulting from the new units. However,
on Tuesday, teen network Snowball.com – one of the early
adopters of the new units – released its first set of
results.

Based on a single campaign done for a female targeted over-the-
counter health and beauty product, San Francisco-based
Snowball.com found that the larger ads delivered a click volume
of 18- to 36-times greater than with 468-by-60 banners.

The campaign incorporated three of the new-sized, IAB-supported
units. With the Flash-enabled rectangular ads, click activity was
25% greater than with a traditional banner ad. With the
skyscraper unit it was 18 times greater and with the pop-up, it
was 36 times greater. Snowball.com said it plans to release
additional findings – be they good or bad – from other
campaigns in the future.

Like many dot-coms, Snowball is facing financial difficulty.
The Wall Street Journal reported this week that the
company laid off 33% of its staff. The company’s stock faces
delisting from the Nasdaq Stock Market.



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