Report: More Ad Formats Common, But Banner Still Dominates

The average site these days is accepting four different ad formats, compared
to three in the second half of last year, but 468 x 60 banners remain the
most popular format of all, according to a new report by the AdRelevance
division of Media Metrix.


All popular ad dimensions are showing strong growth in terms of usage by
sites, including banners, according to AdRelevance. Use of full banners grew
4 percent; the short banner format grew 13 percent; the half banner size
grew 10 percent; and vertical banners showed 10 percent growth. The use of
tall buttons grew 33 percent; medium-sized buttons showed 14 percent growth;
short buttons increased nine percent; and micro buttons grew 28 percent.


Although only 16 percent of sites said they used vertical banners — making
it the least popular ad dimension — it appears to be rising in usage,
growing by 10 percent in the past six months.


“Amidst claims that the banner is ‘dead’, it’s interesting to note that
we’ve seen a slight upward shift in the number of sites using full banner
ads — they have become the de facto standard,” said Marc Ryan, director of
media research for the AdRelevance division of Media Metrix.


“While full banners top the online ad popularity list, we’ve also seen that
sites are keeping their options open. The latest AdRelevance findings
suggest that there’s been an increase in sites supporting multiple ad
dimensions and advertisers experimenting with all sizes of online ads,
hoping to grab more eyeballs.”


These figures were gathered between January and June 2000 for the
AdRelevance “Rate Card and Ad Dimensions Report.” The company analyzed
non-negotiated rate card prices for banner and button advertisements on more
than 400 of the most highly-visited Web sites.


Other findings include:


  • Rate card prices for standard 468 x 60 standard banners have declined
    slightly (down $2.70) in the past six months, dropping from an average full
    banner price of $33.22 to $30.52 CPM.

  • During the same time period, advertisers upped online ad spending, with
    the average amount spent per company increasing 14 percent from $263,000 to
    $299,000.

  • A majority of sites offer discounts on full banner rates, running from
    20 percent to 39 percent, with the average discount at 33 percent.

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