Forum Moderators: martinibuster
The new report claims that smaller display ads, which appear within a Web page’s content are often more impactful than larger, more intrusive ads that surround content for driving traditional brand metrics such as awareness and purchase intent. Specifically, the study found that in analyzing 2,390 display campaigns over three years, half banners (234 x 60 units) and rectangles (180 x 150 units)--placements that are often included in media buys simply to bring down the overall CPM--were more effective than larger, pricier placements such as leaderboards and skyscrapers.
I'm not too sure if the above is true because the big rectangles are the best performing ad unit for us
Though I fully agree with this other finding:
... says that where an ad is placed may be more important than how big it is.
Another finding is that
creative quality and level of sophistication are also key; for example, among the 2,000-plus campaigns it analyzed, rich media ads that featured video excelled in most branding categories, including awareness, brand favorability and purchase intent. Meanwhile, basic Flash ads, perhaps the most common form of display advertising, consistently achieved the lowest scores
Is it time to rethink the Adsense video ad units?
