Mediarun Search Marketing News

Size 'not always important' for banner ads

October 20th 2009

Size does not necessarily matter when it comes to online marketing, according to a new report.

The Eyeblaster Global Benchmark Report 2009 indicates that many advertisers are choosing to improve their content rather than paying for bigger website marketing adverts.

Rich media content is the determining factor which was found to trump size, with advertisers capable of using other features - such as Flash, video or sound - to attract attention than just dimension.

The report found no link between size and performance in rich media website marketing.

By comparison, standard banner adverts were found to perform better if they were large, with height and width the only variables available to marketers to improve visibility.

Increasing video content in ads was also found to improve the 'total dwell' of online consumers compared to banners that simply increased in size to attract attention, suggesting that movement can be used to boost marketing campaigns.

Meanwhile, a study by the Interactive Advertising Bureau found that larger ad units are 25 per cent more effective in lifting key brand metrics such as brand awareness and message association.

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