Smaller online ads may just be more effective than their larger counterparts, a new study by Dynamic Logic found.The study shows that ad shape and placement may be more important than size. Half banners, at 234 x 60, and 180 x 150 rectangles were shown to be more effective than ads that frame the page, like high-profile leaderboards and skyscrapers. It is possible that users no longer see such framing ads because they have developed “banner blindness.”
In addition, smaller ads may be more effective because they tend to be better incorporated into the content of Web pages. However, that does not mean that larger ads don’t work, said Ken Mallon. He points out that the research was based on 2,390 online display campaigns that took place over the past three years.
The study also found that ads which used video had the best results in terms of branding goals such as brand favorability and purchase intent. Video campaigns worked best compared to campaigns using simple Flash (which worked the least well) and rich media without video.
In addition to Flash-based ads, the most annoying - and the ones most likely to have a negative effect on a viewer’s opinion about the brand - are those which cover the content a user is accessing or are so busy that they’re difficult to decipher.
Best, Ed Dearborn
No comments:
Post a Comment