Why Large Online Ad Formats Aren’t Industry’s Silver Bullet
Posted: August 21, 2009
By: adage.com
NEW YORK (AdAge.com) — Larger ad formats might be in vogue right now, but when it comes to online display advertising, bigger is not always better. Ad effectiveness depends less on size than it does on shape and placement, according to Dynamic Logic.
The ad-effectiveness measurement firm crunched results from 4,800 campaigns and found the best-performing ad unit, in terms of metrics such as brand awareness, recall and purchase intent, was the humble 180-pixel-by-150-pixel rectangle ad……[read entire story]
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