Survey: "Beyond the Banner" Ads Working
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An informal survey appearing on ClickZ by Keith Pieper of Louisville, CO-based MatchLogic asked ad types to relate their experiences with "beyond the banner" ads in 11 categories, and the results are worth a look.
On average over the 11 categories, 31% of those responding have executed "beyond the banner" campaigns. The categories are multimedia, incentive-based, e-mail, interstitial, instant messaging, chat, barter, ad-supported Net access, newstickers, Webcasting, and cursor.
E-mail was the most popular category of execution at 73%, with multimedia following at 62%.
Nearly 50% of respondents experienced overall results (averaged across all respondents in all categories) that were "better than average." Newstickers, Cursors, Chat, and Barter claimed 60% better than average results.