No great surprise that they draw more clicks, and the numbers are fuzzy (36 X what = ? CTR) -but it's the first mention I've seen in the press.
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.
#1 - 25% of what? I know what my clickthrough ratios are, and it's more ad-dependant than size... so 25% greater clickthroughs could mean 25% better than .01% #2 - The Skyscraper banners might have better clickthroughs, but you can't put another ad on the same page. They are HUGE!!! The only way to make skyscrapers work is to make them the only link on the page. #3 - Pop-up banners are misleading. Most people hate pop-up banners, and I bet at least 1/2 the clickthroughs they report are either for porn or for the little close button that people use instead of the x. I used a pop-up for 6 months, and it hurt me a lot more than it helped.