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.