Some Smaller Online Ad Sizes Prove More Effective

 

Trends in advertising come and go and right now, the trend in online advertising seems to be bigger ad sizes. In fact, the Interactive Advertising Bureau recently endorsed some larger online ad sizes. But recent research shows that when it comes to display, bigger may not necessarily be better.

Ad-effectiveness researcher Dynamic Logic studied thousands of online campaigns and found that effectiveness really depends on shape and placement. According to their research, “half banners” – sized 234 x 60, and rectangles – sized 180 x 150 were more effective than larger ads.

These researchers said the smaller format ads are “more integrated” into the content of the Web pages, and generate greater awareness. Ads like skyscrapers and leaderboards that surround content were the least effective.

But remember ad effectiveness is not just about size. You also need strong creative content. And as we discussed in a previous post, some ad types are just going to annoy consumers and have a negative effect.

Dynamic Logic gave the following tips based on this research:

• Avoid Simple Flash it was the least effective. Ads with video content are very effective, or stick with standard GIF/JPEG ads.
• Try to avoid ads that border content.
• Publishers should mix up ad placement from page to page.
• Remember not all attention is positive – annoying ads do just that, annoy people.

So remember: strong creative, well targeted and well placed on a page can deliver big results. It’s not all about size.

Source: MediaPost.com, AdAge.com