E-Commerce Times Talkback

Re: Studies Say Banner Ads Work, But Bigger Is Better
Posted by: ECT News 2001-07-20 03:02:43

See Full Story

Aiming to dispel doubts about the value of online advertising, the Internet Advertising
Bureau (IAB) said Wednesday that three studies reveal that traditional banner ads boost
brand awareness and drive purchases while new, larger ads are even more effective.

Studies commissioned by the IAB and two of its members -- MSN and DoubleClick -- found that
new, larger ads, known as Interactive Marketing Units (IMUs), "improve key branding
metrics" by 40 percent on average. "Rather than saying bigger is better, I like to say the
new IMUs are working," said Robin Webster, IAB president and chief executive officer.

Re: Studies Say Banner Ads Work, But Bigger Is Better
Posted by: Craol 2001-07-25 17:45:04 In reply to: ECT News

Can you tell me what mesurement determined that long skinny ads are more effective. If not measuring click throughs, what are these findings based on?

Thanks.

Re: Studies Say Banner Ads Work, But Bigger Is Better
Posted by: Chicken 2001-08-18 22:38:28 In reply to: Craol

The article contains your answer, specifically:

"The IAB's own study, which included a survey of 8,750 Web users, found that the new larger ad units are 25 percent more effective at raising brand awareness and message association than banner ads."

Full excerpt:

Skyscrapers Tops

The IAB's own study, which included a survey of 8,750 Web users, found that the new larger ad units are 25 percent more effective at raising brand awareness and message association than banner ads. Advertisements from British Airways, Salon Selectives and Homestore.com were examined.

As for ad shape, so-called skyscraper ads -- long, skinny upright banners -- proved most effective. Ad placement made a difference as well, Webster said, with ads displayed during a transition from one Web page to the next outperforming those placed within or on top of a page.