Facebook  Twitter  LinkedIn  

Visit min's sister site:
BREAKING NEWS & VIEWS

Medium Cool: Rectangular Ads Work Best
Wednesday, April 8, 2009
Steve Smith

Comment Print Email Article Database Share on Delicious Del.icio.us Digg Digg RSS  Share on LinkedIn Click to share this post on Twitter Reprints
Despite their smaller stature, medium-size rectangular ads on a Web page seem to get significantly more user exposure than larger units, says ad targeting provider Lotame. In its study of 148.3 million ads served in 2009, the company found that users spent 13 seconds with the 300-by-250 “medium rectangle” format in clear view, compared to only 5.4 seconds for the 728-by-90 “leaderboard” and 1.9 seconds for the 160-by-600 skyscraper sidebar formats.

Lotame uses an “Exposure Tracker” technology that measures the amount of time an ad stays visible on a user’s screen without being obscured, minimized or scrolled out of view. The technology is not measuring actual eye movements so much as the time an ad is likely in clear view. Lotame argues that media buyers often set rates and plan media around the size and placement of an ad on the page, but its research suggests that the smaller but more centrally placed format of many rectangular ads actually results in more exposure time for the unit.

As display ad pricing comes under pressure, publishers are experimenting with a number of new formats to increase visibility. Mimicking the last great digital downturn of the early 2000s, the display ad market is looking for more intrusive and eye-grabbing formats like expandable units, rollovers and interstitials that guarantee a media buyer exposure with the user. As they did in 2001-2003, publishers and ad networks no doubt will battle declining CPMs with more studies that demonstrate the branding effectiveness of display units, their relative worth across the page and their role in enhancing search media buys. Meanwhile, many media buyers are responding to the economic downturn by demanding performance pricing and ROI components in most plans.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

COMMENTS
Search Jobs
Media Jobs

App Central

min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data.

Please enter the following information to have a link to The Skinny emailed to your iPhone:
min Press

min's Mobile App Report

 View Details
                           

min Presents: The Most Intriguing & Top-Selling Magazine Covers 2007-2010Intriguing & Top-Selling Magazine Covers

 View Details
                           

State of Digital MediaThe State of Digital Media

 View Details
                                                      

                                    Internet Sales            Guidebook

 View Details

All min Press

Inside min This Week
Events Calendar

min's Best of the Web Awards
Event April 3, 2012 at the Grand Hyatt, NYC
Register Today!


min Webinar:
Tablets 2.0: Generating a Revenue Plan for the Tablets Platform
December 8, 2011 1:30-3:00 p.m.
Available on Demand


All Events




min
Free Eletters — Sign up Now
HOME | PUBLICATIONS | AWARDS | EVENTS | TRAINING | E-LETTERS | BOXSCORES | MEDIA JOBS | FREELANCE JOBS | ADVERTISE | SERVICES | SITEMAP | CONTACT US
Copyright © 2012 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions.