By: Ann M. Mack New Study Looks At Online Ad Shapes, Sizes
(Adweek IQ)
While full banners remain the online ad format of choice - used by 80% of
Web advertisers - other ad types garner greater exposure on the Web, a
study says.
According to a report Monday by Seattle-based AdRelevance, a Jupiter Media
Metrix company, buttons and odd-sized banners make up 63% of online ad
impressions (defined as the opportunity to see an ad), versus 37% for standard
banners.
The report, which analyzed banner and button ads in September, found that most
online advertisers rely on buttons - short (25%), micro (16%) and medium
(14%) - ahead of other banner sizes - half (14%), vertical (6%) and
short (3%).
"While the ubiquitous full banner continues to dominate when we look at the
percentage of advertisers using it and sites supporting it, it's interesting to note that advertisers are increasingly relying on other ad sizes and formats in their online campaigns," said Charlie Buchwalter, vice president of media research for AdRelevance.
The study said GIF animation continues to reign as the most prevalent ad
technology, used in about 19 of every 25 ads, and the average advertiser creates
only five JPEG image ads.
Copyright 2000, Editor & Publisher.
Comments
No comments on this item Please log in to comment by clicking here